Adidas Originals Seasonal Campaign – Movement Direction by Marie Zechiel
For the Adidas Originals seasonal campaign, choreographer and movement director Marie Zechiel was invited to develop the physical language for the photographic series.
Working across three shooting days, the production brought together an international cast of models as well as young performers, creating a dynamic visual environment that balanced athletic energy with everyday movement. Movement direction focused on shaping natural yet expressive physicality that would translate clearly within the photographic frame.
Rather than choreographing fixed sequences, the process emphasized presence, rhythm, and interaction between performers, allowing authentic movement moments to emerge in front of the camera. This approach supported the campaign’s visual narrative while maintaining the individuality of each performer.
The campaign was photographed by Sami Weller and produced by the Berlin-based production company AprilMay.
Through close collaboration with the creative and production team, movement direction helped translate the brand’s aesthetic into embodied expression, supporting the overall visual storytelling of the campaign.
