REC Case file · MMNT-001 Social campaign

adidas Originals

Gazelles, back in a big way

Six social concepts that made a classic sneaker feel brand new on Meta and TikTok.

▶ Roll the tape Let's Cook

Client: adidas Originals
Format: Social · 9:16
Deliverables: 6 concepts, 12 cuts
Services: Creative direction, production, edit

The Tape Rack

CH 01 · How I Style My Gazelles

0:25

SP · Stereo

● Hi-Fi

MMNT-001 · How I Style My Gazelles · SP

MMNT VD-2000 · Hi-Fi Stereo

Tape rack6 tapes

The Brief

One shoe. Six concepts. Twelve cuts.

adidas Originals brought us in to build a social campaign around the Gazelle. The direction was raw, stylish and street: downtown locations, varied angles, a bold color palette, and people who look like they actually wear the shoe.

The constraint was the feed itself. Every concept had to earn the first second in vertical, with the product in frame and the style doing the talking.

Raw. Stylish. Streetwear. Artistic. Bold color.The style brief

The Moves

What we actually did.

Creative direction, production, edit. One crew, start to finish.

Take 1

Styled like a street, not a studio

Downtown locations, varied angles and interesting composition keep every frame closer to street photography than product video.

Take 2

Six ideas, one wardrobe

How I Style, Step Into Style, Outfit of the Day, One Pair All Occasions, Unboxing Day, Embodiment of Style. Six concepts, six ways the shoe gets worn.

Take 3

Cut for where it lands

Every concept shipped twice, a Meta cut and a TikTok cut, so pacing and length fit the platform it actually plays on.

The Receipts

What it added up to.

6Concepts

12Platform cuts

2Platforms, Meta + TikTok

9:16Vertical-first

The Gazelle campaign landed hard enough that adidas called again, this time for the Free Hiker 2.0 under TERREX. Then again, for Federation, their pro soccer line.

Same studio, three corners of the adidas portfolio, one client who stopped shopping around.

Contact Sheet