Director Monty Marsh’s “Original Is Never Finished” spec spot for adidas is in line with the brand’s current marketing strategy of tracing a line between the past and the present. Told across three dimensions in time, the spec film is about the power of culture, and pioneering new ways to inspire the collective. This is achieved by utilizing modern-day Jumbies who cross from the past into the present, “ceremoniously protecting and empowering our village of today,” said Marsh. The goal is to inspire a new generation by reminding them of the richness and influence of African heritage in today’s creative culture. Marsh also believes there is a need for more diverse perspectives across the advertising landscape. “If you consider culture as valuable as consumer analytics, for example, you can avoid those head-scratching ‘what were they thinking’ moments where a campaign goes tone-deaf,” Marsh added.
Marsh is one of six filmmakers selected for the Commercial Directors Diversity Program (CDDP), a joint initiative from the AICP and DGA designed to afford opportunities to women and ethnic minority filmmakers. The program offers mentoring, workshops and a stipend for each director to produce a spec piece–in this case, Marsh’s work for adidas.
Skunk served as the CDDP mentoring company to Marsh. “It’s been an inspiration supporting Monty in the production of his spec,” said Shelly Townsend, COO/executive producer of Skunk. “You can tell that a deep work ethic fuels his artistic passion. I am amazed by what he was able to accomplish. It’s an idea that deserved to get made, and he is definitely the right guy to have made it.”
