Complexcon 2016 - adidas originals

bring to life Pharrells inspiration behind his new Human race apparel line through the lens of music and dance

The Challenge
Authentically launch Pharrels new line of Human Race apparel inspired by native american culture.

The Idea

Bring together hip hop and native american cultures through Music and dance, to raise awanress of Standing Rock.

MAI: Standing Rock premiered in November 2016 at ComplexCon, presented by Pharrell Williamsl and adidas Originals for the HU Campaign. Of the eight dancers, four are of Native American descent from the Dakotas led by artist/activist DJ Two Bears, and four are dancers from the ControlFreakz company, versed in hip-hop and other contemporary movement artistry. Directed by choreographer Jon Boogz, the dancers activated the event space inspired by an open green park atmosphere, performing a series of works weaving elements of Native American pow wow and hip-hop movement artistry. The work juxtaposes ancient indigenous traditions with contemporary urban culture, introduced by spoken word, pow wow music and contemporary hip-hop.