Production company electriclime° has partnered with BMB & Cheil Agencies on “Go Beyond the Grey,” a campaign for adidas Originals celebrating the return of the Adistar.
The campaign, which has been shown across the MENA region, was directed and photographed by Sabrina Rynas. The spot uses a single device—the moment of pressing play—to transform a gray world into a saturated one.
“The campaign captures a generation bringing energy, individuality and optimism to everyday urban spaces. Grey becomes the canvas. Colour becomes the statement,” said electriclime°.
The photography shows Adistar colorways against concrete, shadow and muted city architecture. It features confident characters bringing energy, optimism and individuality to muted urban spaces.
The characters contrast with the environments around them, which are rooted in the gray architecture of modern MENA city life, said the release.
Credits
Client: Adidas
Michele Khoueis
Sonia Nabih
Hanya Abdelzaher
Agency: BMB & Cheil Agencies
Managing Partner: Matt Bonny
Creative Director: Dave Beattie
Head of Production: Rowena Jeffreys-Jones
Agency Producer: Bel January
Production Company: electriclime°
Photographer/Director: Sabrina Rynas
Executive Producer: Jumana Radi
Producer: Lora Brugioli
Production Manager: Malak Edris
Production Coordinator: Hayal Usman
Production Assistant: Anastasiia Zatsepina
Location Manager: Hashem Al Reyashi
Wardrobe Stylist: Vasil Bozhilov
Hmu: Kim Nour
Props Master: Batista
1st AC: Ramesh Nepali
Equipment & Sparks: ℅ Quasim Film Productions
Catering & Team: ℅ Avec Catering
Talents:
Samin ℅ Ant Management
Nãnna & Ahmed: ℅ Michelle Hay Management
