In adidas Originals’ first ever artist collaboration with renowned American talent Daniel Arsham, Superimpose's mission was to bring the art and streetwear worlds together in order to expose the collaborative take on the archive shoe.


Informed by the artist’s enduring fascination with archeology, discovery and ‘found objects’, we distilled this as the core concept driving the campaign strategy and creative. Playing with the notion of internet hacking, we created a digital treasure hunt through ‘found’ content. The campaign centred around an anonymous phone number revealed secret conversations alluding to upcoming film directed by the artist, whilst simultaneously leaking material onto an anonymous online hub as an insight into his creative process.

Through a carefully orchestrated campaign which revealed the project gradually, we kept people guessing until the final reveal.

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