by OAMC

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For Fall / Winter 2019, adidas Originals collaborated with fashion label OAMC, which was founded by Luke Meier, current creative director of Jil Sander. The campaign was shot by renowned photographer Jürgen Teller on Dev Hynes, also known as musical artist Blood Orange. To accompany the campaign imagery, Beinghunted. created conceptual product shots, highlighting the details of the footwear styles.
Production
Focus: Product

Concept / Idea

The product shots were taken in a neutral setting with slight differences for each silhouette to emphasize the subtlety of the muted color palette, while staying within the overarching creative concept of the collaboration: Beuys/Matthew Barney-inspired materials and color choices. The set was created using latex and foams paired with natural stone and concrete. It was captured following a strict aesthetic direction.

Impact

Each of the videos, which were created using the product shots, were played 500-600k times on the adidas Originals Instagram channel.