The city is grey, almost faceless. Concrete, shadows and uniform architecture create a space where nothing particularly stands out. Then the music starts, the black-and-white imagery gives way to vibrant colours, and three characters transform the atmosphere of the streets with their presence. Green, navy blue and burgundy suddenly become the most striking elements of the urban landscape.
This is Go Beyond the Grey, the new campaign by adidas Originals announcing the return of the Adistar model. The campaign for the United Arab Emirates and Saudi Arabian markets was developed by BMB and Cheil Agencies in collaboration with production company electriclime°, with Sabrina Rynas directing and photographing the campaign.
The creative concept relies on a simple moment of transformation: pressing play turns a grey world into a space saturated with colour. Rather than presenting the footwear separately from its surroundings, the campaign places it in everyday urban scenes, where the colours of the Adistar model create a striking contrast with concrete, shadows and muted architecture.
The photography continues the same visual story. Graphically striking shots connect the textures of the footwear with the surfaces of the city, while the characters bring a different rhythm to the spaces they move through with their style and energy. The grey architecture of modern Middle Eastern cities becomes a backdrop against which individuality stands out.
The campaign targets a new generation of consumers in the MENA region who express their character, confidence and energy through clothing and footwear. The return of the Adistar is therefore presented not only through the model’s appearance but also through the relationship between individuals and the environments they navigate every day.
Alongside the main film, the campaign spans social media, retail and digital channels, as well as outdoor advertising. A particular feature is the CGI OOH visuals, which contrast the colours, patterns and textures of the Adistar model with everyday urban scenes.
Go Beyond the Grey builds its message around a contrast that requires little explanation. The city remains the same, but the people moving through it bring colour, character and a sense that even the most ordinary space can be experienced differently.
