Across two consecutive campaigns, adidas Originals celebrated originality as something lived in the street, using Mexico City as both stage and collaborator. Building on the global platform Celebrate Originality, the work evolved into a city-focused chapter that highlighted CDMX’s energy, its people, and the creativity you find on every corner, especially across key districts like Roma and Condesa. The intention was to feel rooted in the city rather than imported, and to let local voices shape how the brand showed up in public space.

The campaign took a Street Art approach, partnering with local urban artists to create a series of murals and large-scale interventions across the neighborhood. This included a takeover of the Originals store as well as additional pieces in surrounding streets and landmarks. Beyond the murals, we developed a broader ecosystem of activations and touchpoints that extended the experience into real life. Street and in-store moments, giveaways, and supporting materials helped connect the work to the community and made the campaign feel present, local, and culturally connected.