entries are now open for the shorty social good awards start an entry

5th Annual Shorty Social Good Awards Categories

The early deadline is on Wednesday, June 24th, 2020.

From the 10th Annual Shorty Awards

adidas Originals Chapter 3 Brand Film Instagram Story

Entered in Instagram Story

About this entry

We were tasked by adidas Originals to create a socially-native piece of content to accompany the F/W 2017 brand film and feature key influencers.

Why does this entry deserve to win?

As more and more of the Originals media spend moved online, we recognized that creating socially native content was key to building a connection between the brand and its fans. We shot a social-specific cut of the film that translated the ethos of the story by sending users on a digital journey through our influencers' feeds, making it feel like one single cell phone was being passed by the influencers. To achieve the desired effect for the film, we worked at multiple shoots with talent to create the effect, and edited it together as a seamless take.

We populated our Instagram feed with iconic imagery from the visual story, utilizing the platform functionality of tagging and carousels to drive deeper engagement around the narrative of the brand film.


The five part Instagram Story had 5.7 million views and a 61% completion rate. The brand has asked us to evolve this concept for their S/S 2018 launch moment.



View our campaign landing page here.


Produced by

Annex88, adidas Originals


About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

entries are open for the shorty social good awards. the early deadline is on june 24th!