A-Trak Steps In to Provide Soundtrack for Latest Sid Lee/Adidas Work

By Kiran Aditham 

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 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 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