If the mythical creative brief exists, it might just be on Adidas and the brief is Originality.
I cannot stop watching the new Adidas neighbourhood film. Actually like it more than Houseparty.
What I love most is not just the dripping of emotion and cool restraint but the fact the same footage was used in a different film with a completely different energy.
Sometimes we get so stuck on a specific execution of a film, or any execution, seeing it any other way but the original intent is seemingly worse than a crime against humanity. But content, like culture is so maluable, that a bit of dissonance is a great thing. Still awesome, just different.
Being different, makes this a bit more interesting, and gives me a bit more of a damn reason to pay attention. Ultimately, nothing holds up stronger to the brief of Originality that a dose of just that.