SauconyOriginals – Twin Studio

Saucony Originals

“We are all born Originals” is the claim we created for Saucony’s SS21 campaign, whose creative project brings together photography, illustration, collage, and video. A narrative approach whose outcome appears to be that of a work of art where the protagonists are: uniqueness and originality, design and dynamism.


 “We are all born Originals” is a hymn to creativity, to a unique and original way of being ourselves, like the new Jazz Court, a tribute to the great classic of tennis shoes. Three young talents, RED @thenewolder, Edie @ chicco.jiang and Diletta Natoli @chaos_calmo, are the protagonists of the photographs by Mattia Balsamini then reworked with hand-made illustrations on paper and digitized and videos shot with a hand-held camera, in which, in a rhythmic montage, the talents articulate the claim in the foreground, each with their own personal tone of voice, their own gaze, their own originality: unique alchemy of different figures, “originals”, in fact. 


 In support of the project, Twin Studio has also designed the new original and multi-colored display for the stores.

The We Are All born Originals campaign is also declined in an editorial format bringing to light the story of four unique talents: Boosta, Luca Font, Vittoria Markov, and ZUZU. 

With a more intimate look, we get into their daily routine and follow them in their creative process. Music, illustration, dance: what lies behind being original? What are the thoughts, processes, and expectations of those who live their lives in the name of originality?

Saucony is the spokesman of this path, supporting and encouraging each of us in the pursuit of our own attitude and uniqueness.

Twin Studio, in addition to the strategy, the conception, and the realization of the format, has taken care of the research, the selection, and the contact with the profiles suitable to convey the concept of the campaign through their own identity and the related fan base.


A.Testoni
Acqua di Parma
AdR Anna dello Russo
African Mission
Agent Provocateur
Albini Group
Assolombarda
Bally
Betty Buois
Bottega Veneta
Brioni
Brooks Brothers
Brooksfield
Bulgari
CC Milano
Calzedonia
Campomaggi
Canepa
Carpisa
Cirsa
Collistar
Compass
Corneliani
Corte dei Gonzaga
Così Com'e
Credem
Desmo
Dior
DoppiaA
Ermenegildo Zegna
Essie
Etro
Eurial Italia
Fay
Fendi
Ferrari
Ferrero
Fondazione Pardis
Fondazione Vedova
Fontana Milano 1915
Fratelli Rossetti
Fritz Hansen
Furla
Gecofin
Geico Taikisha
Generali
Geox
Gianvito Rossi
Giorgio Armani
Grazia
Guess Jeans
Guess by Marciano
Hogan
Iceberg
Indian Rose
Italia Independent
Karla Otto
Krizia
LG
Lasvit
Lexus
Life Circus
Lui jo
Marcolin eyewear
Marella
McDonald’s
Milano Unica
Moleskine
Mondadori
Officine Panerai
Oltre
Orciani
Pal Zileri
Paul & Shark
Pedrali
Philipp Plein
Pianoforte Holding
Pinko
Piquadro
Podartis
Publicis
Red Valentino
Rene Caovilla
Rinascente
Roberto Cavalli
Roger Vivier
SDA Bocconi
Salvatore Ferragamo
San Clemente Palace Kempinski
Saucony
Siemens
Smi - Sistema Moda ltaliana
Steriltom
Stroili
Studio Zeta
Suzuki
Swarovski
Technogym
Theluxer.com
Thun
Tod’s
Tory Burch
Trans Edit Group
Trussardi
Yamamay
Yoox
Z Zegna