adidas Consortium was launched in 2005 as the sportswear brand’s top tier sneaker category. The Consortium network consists of various influential retailers, who are given the opportunity to develop new takes on already existing silhouettes, which are then distributed exclusively via these doors.
In 2017, adidas Consortium first introduced the Workshop program, giving its in-house designers more creative freedom and the opportunity to tell a complete story from the creation of the shoe to the communication assets that accompany the release.
Based on the brief provided by the shoes’ designer, Beinghunted. devised a detailed creative concept for the production that included booking a unique location – the iconic “PanAm” lounge in Berlin – as well as scouting talents aligned with the aesthetic direction of the products. The photos, which are inspired by Wes Anderson’s unique approach to film, were shot following a strict visual orientation and direction: each object in the photos is meticulously arranged to create parallel lines, thus a sense of balance.
Beinghunted. oversaw the production and created all communication assets for the product launch.
The story reached a notable 239k likes on adidas Originals’ Instagram channel.