We Gave the World an Original. You Gave Us a Thousand Back.
February 2024. Ursynów, the place that raised a legend.
For this adidas Originals campaign, nothing was staged. Together with Pezet, we went back to where it all began, Ursynów. It wasn’t a set or a styling choice. It was the truth, a reflection of memories and the rhythm of the city that shaped the artist and an entire generation.
The visuals were raw and honest: stairwells, block courtyards, the familiar light of a winter’s day. The camera didn’t interfere, it simply observed as Pezet wore his clothes the same way he carries his story: naturally, without pressure, with an authentic vibe.
The tone was quiet yet powerful. Sneakers, clean silhouettes, the contrast of light and concrete, all came together to say that originality isn’t a pose, it’s everyday life.
This was a story about roots that still give strength. About a place that shapes character. And about the simple truth that being yourself always looks best.
Scope of Work
Creative strategy
Direction
Client
adidas x Modivo
Year
2024
Dancing to the rhythm of street stories, we honor the legacy, building a bridge between past and present, inspiring new generations.
The hero sets out on a journey through the world of hip-hop, a culture that bridges generations. Along the way, he meets people who create and live this culture. Inspired by their passion and talent, he writes lyrics that stand as a tribute to hip-hop and a bridge between the old masters and the new.
Artist:
Pezet
Management:
Zbigniew Niedziałek
Client:
Karolina Rosińska (adidas)
Olga Pytlowska-Wyszkowska (Modivo/eobuwie.pl)
Agency:
Jan Zarzycki (We'Re Fantasy)
Creative agency:
roost
Director & Art Director:
Marcin Grzęda
Photographer:
Paweł Trojanowski
DOP:
Tomasz Grabowski
Producer:
Łukasz Chila, Iza Chila, Franciszek Horubała
Producion House:
Plot Twist
Edit:
Franciszek Horubała
Music:
Auer
