Y-3 | Spring/Summer 2017 Campaign Video

January 18, 2017 / Category: Advertising, Fashion, Lifestyle, Print, Video / 0 comment / Author: Kori Shadrick

Y-3 Spring/Summer 2017 is a provocative look into the future of contemporary sports fashion, inspired by dystopian fiction.

http://www.Y-3.com

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Y-3 steps into the S/S17 season with an unveiling of a future society built upon by a division of status, power, and authority. The S/S17 campaign continues to push the boundaries of Y-3 and its forward perspective while the structure of this society ultimately influences the evolution of the brand. Movement, utilitarian function, and a distinct hierarchy make up this world of tomorrow.

Directed by Robert Broadhurst with creative direction by Blackrose NYC, the campaign explores the concept of a social order defined by the echelon of the diverse groups that inhabit it. Strength, power, protection, creativity, and function struggle to co-exist in this disjointed world.

The film traverses a futuristic dystopia where the protagonists find themselves on the wrong side of an authoritarian regime. This world is derived from the unique features and innate details that make up the S/S17 collection. From the artistic underground to the corridors of power, the film is a compelling investigation of political hierarchies. It questions the viability of privacy in a world of state-sponsored surveillance while revealing the shifting interplay between consciousness and memory.

YouTube – http://www.youtube.com/adidasy3
Facebook – https://www.facebook.com/adidasy3
Instagram – http://www.instagram.com/adidasy3

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Creative Direction: Blackrose NYC

Director: Robert Broadhurst

Producer: Kori Shadrick

Director of Photography: Aaron Platt

Lighting Design: John Torres

Music: Son Lux

Color: Paul Harrison at Freefolk

Mix: Brian Goodheart at Sonic Union

Set Design: Anthony Asaro

Hair: Roberto Di Cuia