null - Adidas Originals | Gazelle feat. Kate Moss

Teaming up with Johannes Leonardo, 1stAveMachine's Maxime Bruneel took on the challenge of reinterpreting and reappropriating a piece of art from the past for the relaunch of Adidas Originals’ Gazelle brand. Johannes Leonardo enlisted contemporary collage artist Doug Abraham (aka BessNYC) to create an abstract new piece that deconstructs and reinterprets the iconic image of Kate Moss in her teens donning Adidas Gazelles of her own, shot by Denzil McNeelance in 1993. The new piece would be the basis for the relaunch print campaign. From there, Maxime was enlisted to take that new reinterpreted piece and create a new work of art all together in motion that continues where the print left-off. In the film, the image is reimagined in dozens of different ways through a synthesis of experimental animations, in-camera recreations and practically captured effects, contemporary collage art, and motion graphics and editing techniques. This piece strives not only to remix the visual, but also to reinvigorate the story of Gazelle, while conveying a core message of the campaign: “Steal from history. Nothing is sacred.”