adidas Originals’ ‘True Blue’ platform celebrated authenticity and self-expression. For JD, the opportunity lay in bringing that idea into its customers’ world: showcasing adidas’s Icons, Knit and Denim collections through a campaign spanning retail, OOH and social.

Tangent developed a shoot and content programme around four personalities from music and fashion. VILLANELLE frontman Gene Gallagher – son of Liam – appeared alongside his cousin Anaïs Gallagher, the model, photographer and daughter of Noel. Spanish musician Recycled J and model and stylist Ana Sotillo completed the cast. We shot the collections across three sets, each designed to feel lived in. Guitars, DJ equipment, cameras and fashion references reflected the cast’s creative interests.

Dynamic angles, natural interactions and triptych compositions balanced editorial polish with the casual, accessible energy of JD. Stills and motion were built for stores, windows and outdoor advertising, with retail edits tailored to the UK and Spain. Social content brought audiences closer: BTS footage, talent filming each other, ‘Top Three’ interviews and fit checks supplied content for Instagram and TikTok.