Review of adidas by Stella McCartney Spring 2021 Ad Campaign by Photographers/Directors Monika Mogi, Netti Hurley, & Anna Pollock with talents Yuri Hibon, Ren Hayakawa, Calm, Violet, Georgia Moot, Lourdes Leon, & Akili King
Adidas by Stella McCartney synthesizes activewear and activism with a socially and environmentally conscious Spring 2021 campaign. This time around, the long-running collaborative project brings in creative directors Netti Hurley, Monika Mogi, and Anna Pollack.
Design-wise, the new collection fuses streetwear elements with activewear staples and environmentally responsible methods of production. These aspects are echoed in the campaign through conscious casting choices and imagery that celebrates our connection with the natural world. Titled “FUTUREPLAYGROUND,” it focuses on the land, while a follow-up campaign later this year will focus on the sea.
Stella McCartney completely handed over the creative reins to three creative collaborators from around the world: Netti Hurley from the UK, Monika Mogi from Japan, and Anna Pollack from the USA. Each woman brought her unique perspective to leading all elements of the creative process, from casting to photography. Though their casting choices comprise a wide-ranging assortment of young women, each uses her creative role to be an active voice for positive change in the world.
Young people today are so full of creative ideas and have incredible energy, and so I think it’s really important to give them opportunities to share their work and vision – but also, we can all learn so much from them.
The directors and cast from across the globe who brought this conscious campaign to life are incredibly diverse in both their backgrounds and their beliefs. I love seeing how each individual is working to protect the planet or their community in their own way, and how they’ve each captured the collection in settings that celebrate their environment – serving as another reminder as to why it’s so important we strive to protect it.
– Stella McCartney
Hurley captures her stars, model Georgia Moot and couple Calm and Violet, both multidisciplinary artists, outdoors as a thunderstorm begins to loom. She uses dynamic camerawork to convey a sense of the energy of the natural world, while a voice reads from a poem that uses nature imagery to express feelings of love and bodily affection.
Mogi captures fashion student Yuri Hibon and Olympic archer Ren Hayakawa through a vintage documentary-film style. An ambient soundtrack bubbles gently as we see Hibon work on a sustainable farming project on the outskirts of Tokyo and Hayakawa practices archery in the woods. Voiceovers from the two women reflect on their relationships with their bodies and the land.
Finally, Pollack expresses her vision of the collection through the language of dance. She films dancer and choreographer Lourdes Leon and DJ, dancer, and writer Akili King as they take part in a spontaneous, outdoor dance party.
As the three portions of the campaign were created separately while scattered across the world, we are impressed that they fit together so cohesively. This success is probably due to the simplicity of each director’s approach; conceptual and aesthetic complexity is eschewed in favor of a strong cast whose voices and presence itself make a statement.
These various talents and creatives come together beautifully to send a simple yet essential message – connecting with yourself, each other, and the ground we all play on is how we start moving towards a better tomorrow, as one.
adidas by Stella McCartney Creative Director | Stella McCartney Photographers/Directors | Monika Mogi, Netti Hurley, Anna Pollock Talents | Yuri Hibon, Ren Hayakawa, Calm, Violet, Georgia Moot, Lourdes Leon, & Akili King
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