STORMZY: HOMETOWN SPIRIT

  • Serena Pellegrino
  • inter documentation
  • Jordan Davis
  • Dan Brown
  • Pooja Popat
  • Daniel Abraham
  • Minwoo Lee
  • Melissa Hawkins
  • Gemma Taylor
  • Tanaya Martin-Clarke
  • Francisco Penedo
  • Lauren Patterson

In 2018, adidas Originals announced a new partnership with British grime artist Stormzy. SUPERIMPOSE was briefed to craft an overarching story, manifesto and activation for the partnership that would cement Stormzy’s place in the adidas Originals identity in an authentic, credible way. Our approach turned the lens back on where Stormzy was created – London – celebrating the real people, places and moments that made him who he is today.

Travelling to all four corners of London, SUPERIMPOSE staged surprise drop-ins at community colleges where Stormzy gave specially-curated lectures before inviting every student to an impromptu theatrical performance that same evening.
For the evening performance, four local youth groups were commissioned to create innovative reinterpretations of Stormzy’s hit songs. Each act was unannounced, erupting out of the space through dynamic lighting and bespoke projection content, surprising not only the crowd, but also Stormzy’s himself.
In a series of 10-minute performances, an orchestra, BAME choir, amateur dramatics group and dance collective put their craft to Stormzy’s music, and Stormzy’s music to their craft, interwoven by a spoken word performance which brought the ‘Homegrown Spirit’ concept to life.
Over 800 school kids from across London attended the event, along with guests from community groups including Grenfell activist groups and local boxing clubs. To thank the audience, Stormzy closed out the evening by premiering a brand new song, live, cementing the line that connects the creative spirit of local communities to tomorrow’s homegrown heroes.
LINK TO THE FULL CAMPAIGN: https://superimpose.global/work/homegrown-spirit-adidas-originals