In 2017, Adidas launched a powerful global campaign - The Original is Never Finished. The idea was to challenge the meaning of originality itself - by recreating moments and remaking the past in your own way - that everything is a work in progress, everything is always evolving, in a state of becoming better.
Futuristic
Hand Drawn
Lived in
Urban
Chaotic
Centered around the current Adidas store, we imagine the area to have gone through many layers of gentrification but still maintained it’s buzz. Something about this place will always feel unfinished because it’ll forever accommodate new waves of change. Architecture is a tool to capture this character, and hence the artist chosen for this collaboration was Broti Bhattacharya. Skilled in graphic design and hand-drawn illustration, Broti specializes in drawing intricate cityscapes with an extraordinary sense of detail. The four-week long project involved extensive research. The process began with creating a wireframe for all the buildings in the vicinity and extended it to iconic cities in Bandra. Gymkhana, Joggers’ Park and the many design grills that you notice within Bandra’s community Whilst working in the wireframe, we used the Adidas colours - black, blue and white initially. We wanted to play with light, signage, street lamps, and shop windows as well. the final artwork sued three different colour in varying shades to give the illustration a more futuristic feel.
We married the idea of the Creator’s Project within the illustration. Each building was created and illustrated as an individual unity. The city could be broken up and remade into units - originality is never finished. The illustration matches the city into the brand and captures the scene of a futuristic Bombay. We wanted to provide Adidas with something that has longevity as they plan to do multiple events. The front of the poster could be the illustration, and the back would contain event details.
For their store launch, Adidas wanted to extend the use of the illustration in more dynamic ways and suggested we create a limited line of merchandise for the store including postcards, notebooks, and tote bags, packaged in a Kulture Shop customized tube.
