adidas Originals and online music television, Boiler Room, had partnered to celebrate the Polish launch of their brand new sneaker model - NMD. Three generations of local hip-hop artists were invited to participate in the "Past Empowers Future" campaign - with a grand finale event at the legendary space of a former Klub 55 located in Warsaw's Palace of Culture and Science.
On the big night, guests were able to take a glimpse at the futuristic presentation of the new "nomad" and browse through an archive of photos & posters from the former club's golden days. Music lovers, sneaker enthusiasts, influencers and industry insiders, all enjoyed performances from Pezet/Malolat, Sokol, Rasmentalism, PRO8L3M and Otsochodzi, both at the venue and online - with the live broadcast of the concerts on Boiler Room's website, watched by tens of thousands of fans. For those who missed it live, the VOD archive was made available on YouTube and so far, has been viewed over 500k times.
In the lead-up to the event, Boiler Room and adidas have released a short documentary video featuring three of their campaign heroes discussing the Past Empowers Future theme - speaking about their inspirations from the past, and how they saw the rap game changing over the last 20 years.
Credit: creative direction, event production, music programming, production and creative direction of the branded content
Client: Boiler Room, adidas
Awards: See&Say 2016, honourable mention for the Best Video/Animation