Adidas Originals launches PROPHERE, a sneaker presented as provocative and uncompromising. To match the inner soul of this product, Adidas Originals asks for a bold content, developed on the true Milan street scene.
C41 designs, writes and produces “Waiting for the weekend”, an advertorial with a consistent narrative touch.
The story revolves around the true lives of few youngsters, crossing one another. PROPHERE is therefore inserted in this visual environment not only as a product but as the physical representation of the narration’s core: being authentic, without any compromise.
Along with the short film, C41 designs and shoots a series of pictures presented as an editorial on C41 Magazine.