We treated the campaign like a track in the making. Ninho's life is what makes him Original. His roots, his people, his sound. We didn't need to invent anything, we just had to show it.

We built the film around Ninho's own words: "What inspires me is my life, and the lives of the people close to me."

The structure followed the writing process, moving through the places that shape his music. The hallway. The car outside the estate. The sounds of each location become the beat of the track itself. Each adding it's own element.

Archive photos showed Ninho younger, already in adidas. Ninho didn't become an adidas Original in 2023. He always was one.