Waiting for the weekend

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.

C41, creative production company
Luca A. Caizzi, creative director
Leone, director
Van Khokhlov, 2nd unit and editing
Alessandro Ubaldi, dop
Gabriele Gregorin, camera assistant
Valentina Mentasti, ex manager
Alessandro De Agostini, words
Meg Belvedere, line producer
Thais Montessori Brandao, stylist
Orash Rahnema, color grading
Pietro Da Canal, music
Giga Sound, sound mix