Go beyond the grey​ in new adidas campaign

Production company electriclime° has partnered with BMB and Cheil Agencies on Go Beyond the Grey, a new campaign for adidas Originals celebrating the return of the Adistar.

Directed and photographed by Sabrina Rynas, the spot uses a single, simple device - the moment you press play, to transform a grey world into a saturated one.

The campaign captures a generation bringing energy, individuality and optimism to everyday urban spaces. Grey becomes the canvas. Colour becomes the statement.

Raw, graphic and real, the photography shows bold Adistar colourways cutting through concrete, shadow and muted city architecture.

The photography captures confident characters bringing energy, optimism and individuality to muted urban spaces.

A contrast to the environments they are surrounded by, which is rooted in the grey architecture of modern MENA city life.

The campaign has been shown through the MENA region, including OOH and socials.