Following
on the launch of ZX FLUX in 2014 which saw adidas Originals producing The New Collectors, a series of
short films focusing on the theme of creative influences, the latest ZX FLUX
Infinite Possibilities campaign puts the spotlight on encouraging a new
generation of South Africans to embrace the power of their creativity.
The campaign launches with the ZX FLUX short film ‘What You See Is what I Feel’ which depicts the journey of five South African creatives and the process they go through to bring their creative passions and ideas to life.
The campaign launches with the ZX FLUX short film ‘What You See Is what I Feel’ which depicts the journey of five South African creatives and the process they go through to bring their creative passions and ideas to life.
The film
acknowledges that to be a creative is not something you choose – it chooses
you. It further celebrates the artistry, finess and sheer dedication it takes
for creatives to commit to their own creative process, to embrace its
progressive stages and to celebrate the infinite possibilities when they allow
it to flow.
The five local creatives featured in the short film include
tattoo artist Tyler B Murphy, typography designer Jordan Metcalf, street artist
Fuzzy Slipperz, professional dancer Robyn Brophy and music producer Peach Van
Pletzen.
While
following each individual’s unique perspective, the film tells a collectively
relevant story and takes viewers on a journey through the creative process –
from the optimism and excitement of a blank canvas, through the inevitable
moments of self-doubt, and finally into the celebration and personal fulfilment
of expressing your creativity into something completely unique.
Asked about
why the film was tied in with ZX FLUX, Ricole Green, adidas Originals
spokesperson, says: “It was the perfect fit. The ZX FLUX silhouette is
literally a blank canvas and the number of fabric and creative executions it
allows for has given an infinite number of possibilities for sneaker fans to
express their creative flair.”
For more information
visit the AREA3 blog and join the conversation using #ZXFLUX on adidas South
Africa’s Twitter (@adidasZA) and Instagram
(adidasZA).
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