“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.