Going against the grain, defining one’s own future rather than the future that has been mapped out by the masses. These are the characteristics that mark the next generation of creators as depicted in “Your Future Is Not Mine,” a 75-second film that’s the centerpiece of Johannes Leonardo’s latest adidas Originals campaign which features a new squad of eight upcoming artists and cultural influencers from around the world who are shaping their own path through their craft: Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda and Iman Shumpert.
Terence Neale of RSA Films directed the :75 which captures this new generation of creators as they confidently march towards an optimistic tomorrow, dismissing hurdles of the negative future they seem to have inevitably inherited. Underscored by an original track by Los Angeles-born artist Daisy Hamel-Buffa, the protagonists walk to the beat of the chant that defiantly states, “Your future is not mine,” occasionally looking back as if to invite the viewer on the journey. The words of the mesmerizing chant feel like a powerful generational anthem.
Credits
Client adidas Originals Agency Johannes Leonardo Jan Jacobs, Leo Premutico, chief creative officers; Ferdinando Verderi, Wesley Phelan, Matthew Edwards, creative directors; Andrew Dawson, chief strategy officer; Cedric Gairard, head of production; Justin Lane, executive producer; Tina Diep, producer; Elena Miska, sr. designer; Michael Riso, designer. Production RSA Films Terence Neale, director; Jules Daly, president/executive producer; Tracie Norfleet, executive producer; Betsy Blakemore, producer; Sebastian Wintero, DP Production (Budapest) Pioneer Films Melinda Szepesi, exec producer. Production (Cape Town) Egg Films Rozanne Rocha-Gray, exec producer; Dagny Warmerdam, producer. Editorial Exile Shane Reid, Nate Gross, editors; Carol Lynne Weaver, exec producer; Melanie Gagliano, sr. producer; Viet-An Nguyen, producer; Mari Celeste Garrahan, assistant editor. VFX MPC Rob Walker, VFX supervisor; Vicky Osborn, head of 3D; Rob Petrie, CG creative director; Justin Brukman, managing director; Camila De Biaggi, exec producer; Sophie Gibson, producer. Postproduction Company 3 Tom Poole, colorist; Clare Movshon, producer. Motion Graphics Elastic Peter Murphy, graphics artist; Jennifer Sofio Hall, exec producer; Catherine Yi, producer. Music Squeak E. Clean Justin Hori, composer; Daisy Hamel-Buffa, vocalist; Carol Dunn, exec producer; Chris Shaw, music producer. Sound Design Q Department Audio Post Sonic Union Steve Rosen, Brian Goodheart, sound engineers; Justine Cortale, exec producer; Pat Sullivan, producer. Styling CLM Tom Guinness, stylist; Lotte Elisa Agullo-Collins, Benjamin Russell, assistant stylists.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
