Adidas and retailer JD Sports joined forces on a digital-first unity campaign in March which championed the stories of Australian women who have contributed to cultural shifts in their respective industries which include sport, arts, dance and music.
‘Watch Us Move’, developed with Sydney-based creative agency Andpeople and production company Entropico, is infused with the energy and vigour of womxn in 2021.
The creative celebrates the freedom of self-expression, self-love and body positivity.
The work explores fluidity in fashion and draws parallels with their own self-expression and identity to signify breaking free from old school archetypes and stereotypes as each endorser outlines their own journey towards driving a more equitable society.
The campaign – which is fronted by DJ and skateboarder C.FRIM, artist and dancer Bhenji Ra and musician A.GIRL and also features supporting talent such as Naomi Salim, Kilia Pahulu, GLO, Maina Doe, Lydia Kivela, Jessica Jade and Caetlyn Watson – spotlights how they are all challenging norms and defining the future of culture.
‘Watch Us Move’ rolled out online via Adidas and JD Sports social media channels as well as in JD Sports Australian shops from 17 March and the hero spot was posted on 29 March.
Andpeople Executive Producer Sarah Indraputri explained: “The female voice is a loud and big one. And brands must always represent the diverse intersections of female identity and power. “Female empowerment is constantly evolving and progressing, and we need to keep moving it forward – this is essentially the heart of the campaign and what we stand for.”
The work was created by Andpeople and produced by Entropico with the film helmed by Director Chloe de Brito working with a team that included DOP Emma Paine, Executive Producers Aislinn Lowe, Sarah Indraputri and Erin Moy, plus Colourist Elena Birmingham, Photographer Imogen Wilson, Stylist Alexis Aquino, with hair by The Glow Up and makeup by Tina Matti.
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