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collaborates with music visionaries #snoopdogg
, Desiigner and MadeinTYO to release remixed tracks of the iconic song “My Way” by Frank Sinatra in two new music videos on music’s biggest night. As a spinoff to the brand’s recent campaign film “Original Is Never Finished”, #adidas #originals
continues to push the boundaries of creativity by reimagining their very own work with three musical artists. To launch the two new videos, on Sunday February 12th, the brand turned to Twitter for a takeover teasing both the songs and videos, which officially led up to the final reveal on the social platform. Reaffirming the notion original is never finished, #adidas #originals
continues to turn to its creators, inspiring them to redefine the meaning of originality.
“As a brand we believe in creative freedom and are always challenging ourselves to push the bounds,” says Alegra O’Hare, VP of Global Communications #adidas #originals
& Core. “Open source lies at the core of Originals’ DNA and is integrated into everything we do; what we create, who we create with and how we communicate. The decision to recreate our very own campaign film, just weeks after it debuted, and launch two new re-imagined videos via social media just felt right.”
First launched back in January, “Original Is Never Finished”, delivers a visual representation bringing to life the idea that recreating in your own way will always be entirely original. The film explores the brand’s philosophy, the past empowers the future, through a montage of scenes exploring the rich creative past of all spheres of creativity, music, art, film and even #sport
. With the release of the two new “Originals Is Never Finished” music videos, #adidas #originals
hands over the reins of the iconic song “My Way” by Frank Sinatra, to the musical artists #snoopdogg
, Desiigner and MadeinTYO for them to remix it and make it their own.
In one video featuring, #snoopdogg
, the rapper and songwriter is captured recording the track within his studio. “I’ve been doing things my way from day one – A1 to Day 1 – and doing things my way is the only way,” says Snoop Dogg. “You need to be connected to the record and give it a second life, and extend the music from its original form.” The result is an original soundtrack remixed by the artist himself.
In another video, award nominee for Best Rap Performance, Desiigner, depicts a recreation of the famous painting, St. Sebastian by Sandro Botticelli, giving this iconic work of art new meaning for today’s generation. In another scene, #adidas
Originals’ repurposed their very own NMD product into masks and MadeinTYO joins a company of masked dancers to perform his original remix of “My Way”. This collaborative video featuring the two artists reinforces the notion that if you push something far enough, it becomes original again.
To release the video and song, #adidas #originals
took to Twitter, with a take over on the social platform during music’s big night. The artists all contributed to the social chatter posting to their personal channels in support of the reveals. Simultaneously as social media was abuzz with the new video and song, #adidas #originals
broadcast its brand campaign film “Original Is Never Finished” during music’s big night, further strengthening the notion of what it means to be original.