Nothing like a little beat-dropping to wind down the day. So, let’s let Montreal native and renowned producer/mixmaster DJ A-Trak (just watch this from 16 years ago) do his thing for a minute in a new Sid Lee spot for adidas Originals, which is part of a larger global campaign for the brand called “Unite All Originals.”
While the days of Daft Punk, Snoop and David Beckham joining forces in the name of geekdom may have long since gone, the party continues in Sid Lee’s world with the aid of A-Trak, retro visuals by French artist SoMe (who also directs the clip) and a horde of hip youths. And, thanks to the clever editing and digital production work from partners such as B-Reel Stockholm, the interplay between music and visuals provides for a fairly hypnotic experience. Hey, we’ll take this over the usual late afternoon stupor any day. Credits after the jump.
Agency: Sid Lee
ECD: Kris Manchester
CD: Jean Francois Dumais, Ness Higson, Simon Schmitt, Charles Hall
Art Director: Ruben Beddeleem, Lana Shahmoradian, Sofia Gillstrom, Henrik Leichsenring, Daniel Sumarna
Copywriter: Joe Hagel, Bryan Wolff-Shoemaker
Designer: Kevin Yaun
Strategy
Strategy Director: Simon Wassef
Digital Strategy: Andreas Widman
Production (Jimmy Lee)
Head of Production: Claudia Roy
Exec. Producer: Josh Reynolds
Producer: Melanie La Rue
Art-buying director: Vahid Tizhouch
Print Producer: Dana Klyszejko
Business Affairs: Paul Fitz Gerald
Digital Production (SLT Amsterdam)
Director of Digital Production: Darden Longenecker
Tech lead: Kamil Gottwald
Producer: Jean Patrik Bouchet
Senior Front-end developer: Bastian Roden
Digital Production Partners:
B.reel Stockholm
Production
Production Management: Jimmy Lee
Production House: Iconoclast
Director: So Me
Director of Photography: Arnaud Potier
Post Production: Digital District
Editor: Walter Mauriot
Sound Mix: Velvet Sound, Tranquille Le Chat
Sound Design: A-Trak, Marco Casanova, Laurent D’Herbecourt