Gen Z Embraces Old School Style for adidas

Generation z is not just about using the latest technologies, modern fashion and looking towards the future. It's also about fascination with what used to be, a passion for analogue culture, and drawing from high-quality retro trends. That's why the film featuring gen z heroes, brave, uncompromising, and unafraid to be themselves, TELEVISOR enriched with 2D animations balancing between old-school and grunge mix-media styles.

TELEVISOR worked closely with the agency Craft WW and the director Amin Soltani which helped them understand the values and overall mindset of people of the Middle East.

The challenging conceptual aspect for TELEVISOR’s team was finding a narrative and aesthetic that would resonate with youths and fit into MENA district reality.

Production had to relate to values such as freedom of expression, being oneself, and even questioning traditional models of authority. Together with characters confidently wearing traditional clothing, enriched with elements that highlight their individuality, the overall effect perfectly matches gen z energy and traditional Middle Eastern values.