Lamar+ Nika directed this didas Originals effort for their NEO line, which is more affordable shoes and apparel meant for the 14-19 yr old crowd. The six year love affair of cool kids hanging out on the street is alive and well. It looks good and sounds good as always. But seriously-- the adidas client really needs to stop with the whole 'kids hanging out on ratty sofa," thing. They seem so have a love of that shot because it's in a lot of adidas spots but they need to let it go now.

MUSIC: STRT SRNS by Wiseblood CLIENT: Adidas Neo [WWW.ADIDAS.COM/NEO] DIRECTOR: LAMAR+NIK DIRECTOR OF PHOTOGRAPHY: Spenser Sakurai PRODUCTION COMPANY: Agile Films [WWW.AGILEFILMS.COM] PRODUCER: Andy Eaton EDITOR: LAMAR+NIK AGENCY: Happy Lucky [WWW.HAPPYLUCKY.COM] EXEC PRODUCER: Davis Priestley PRODUCER: Michele Howell PROD MANAGER: Bill James PROD COORDINATOR: Christian Gill LOCATION MANAGER: Rob Surtees PROPS: Robbie Doin

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (4)

  • sofaking's picture
    sofaking (not verified)

    The ratty sofa thing and the nearly everyone is white thing makes it incredibly fake. If you find a sofa on the streets of London, it's on fire.

    Aug 26, 2014
  • purplesimon's picture
    purplesimon

    Lame location scouting: shoreditch and covent garden.

    Aug 26, 2014
  • Dabitch's picture
    Dabitch

    We can't expect them to walk too far away from the Shoreditch house, now can we? Also, I'm really tired of the sofa as well. It's the advertising-safe delinquency. Instead of shooting up in alleyways, chain smoking while loitering, plastering street art over old graffiti and getting into turf-wars or kicking old ladies in the back of the head while filming on cell-phones, these "safe" kids are street "fun" with the help of ratty sofa.
    Someone at Adidas must have done this when they were teenagers, because we sure as hell don't do it now. Only homeless people touch the sofas on the street for they are filled with lice.

    Aug 26, 2014
  • kidsleepy's picture
    kidsleepy

    Adidas shoots everything in the Ditch. They need to let it go already. Keep in mind though, UK standards are so strict they aren't technically supposed to show kids on skateboards unless they are wearing helmets. So I get why they'd pick a nondescript place, it's just that we've seen it so many times before it's boring.

    Aug 27, 2014

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