Engineered For Originality is a diverse campaign featuring designs by six creative tastemakers and content creators from UK, Chile, Mexico, Poland and USA highlighting the scale and diversity of the RePowered community around the globe. The concept pushes boundaries as the artists establish an authentic story of innovative footwear empowering people to express their own unique style.
NAS ABRAHAM : UK
@nas_abraham
Nas Abraham is a multimedia Visual Artist based in London with a love for visual experimentation. His experience in image making has led him to hone a myriad of disciplines across digital formats, illustration, photography and motion graphics.
Nas' interpretation of
Engineered for Originality :
“I wanted to loosely aesthetically play on the concept of being RePowered, energised, moving, advancing, kinetic power etc, so the use of avatar 3D-rendered clothing was something my team and I worked on to create. All of the visuals were shot against green screen which enabled me to place the background with washes of energetic colour, and 3D typography in the mix. I believe we’ve barely scratched the surface with what we can achieve in 3D.”
NAS ABRAHAM : UK
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AREA GEN : UK
@area.gen_
AREA GEN is a creative studio that is driven by strong visual engagement and excels in technically-innovative outcomes with meaningful cultural impact.
Area Gen’s interpretation of
Engineered for Originality :
“We wanted to build an insight that questions the future of engineering environments and processes of tomorrow. The content will follow in Cat’s footsteps with original links to the construction and trade industries.”
GABRIEL SEPULVEDAB : Chile
@gabriel.sepulvedab
Born in the mining city of Chuquicmata, the 25 year old Creative Director grew up influenced by the industrial style of the mining companies, grunge designs, urban art, and musical styles. He has a passion for art and fashion, he learnt video and photo editing in a self-taught way. He specialised in making digital content for brands and he made a career out of this as a creative Director and Filmmaker..
GABRIEL SEPULVEDAB’s interpretation of
Engineered for Originality :
“The creative proposal that I created for this project is based on bringing an artistical expression inside of a digital era. An era that was once considered a cold, linear and robotic version of the future. I wanted to create my own concept of the future and display it from Cat’s perspective.”
GABRIEL SEPULVEDAB : Chile
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LA MELÉNDEZ : Mexico
@lajixmelendez
A proudly Mexican illustrator and designer. Currently Creative director of ·FANATIC by COSMIC·, an experiential advertising agency based in México & Colombia. Co-founder of ·MEXICANITOS AL GRITO·® , a 100% Mexican brand, that seeks to imprint children’s love for Mexico through it’s products and it’s foundation. With her illustration project, ·LA MELÉNDEZ·, she reflects a feeling of anxiety through collage and torn paper. With a digital and handcrafted mix, she portrays images and colours inspired by the Mexican culture, using illustration as a medicinal technique.
Jix’s interpretation of
Engineered for Originality :
"The originality is found along the road, in every person’s unique path. The is to see life as a big collage of experiences, images, memories and ideas that get attached to our feet. In this campaign, I reflect through folkloric Mexican images made out of torn paper, that no one is made of just one piece, we are the result of all the amazing that we have seen, felt and lived. And that’s what makes us AWESOME. No matter how they try to break us, we keep on walking and gathering fragments, and with every piece, every bit, we rebuild and reinvent ourselves to create us again…” SHRED THE NORMAL. GATHER THE ORIGINAL.
LA MELÉNDEZ : Mexico
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Kuba x FAT : Poland
@mzlwsk
Kuba lives and works in Warsaw, where he graduated from the Media Art Department of the Academy of Fine Arts. He deals with photography, drawing, and installation. He develops his own language of abstract expression, creating compositions full of details between the border of that which is known and that which is strange. He is interested in form and colour, in which he seeks new, unfamiliar networks of connections coming from the subconscious. He loves to be inspired by hypnagogia and sleepy visions. FAT is a creative duo of director/DP Paweł Maruszak and producer Katarzyna Dorda. They’re a young, vibrant, and passionate group of creatives. In their work, the specific aesthetics and style translate to high-quality video content that stands out. They specialize in digital and viral content with a dose of humour.
Kuba x FAT’s interpretation of
Engineered for Originality :
“New technologies surround us, they are not only an integral part of our life – they are our life. Gen Z doesn’t even know a life without the possibility of being at the same time here and in the parallel world of the Internet or virtual reality. We might feel captivated and lost in the technology madness but our younger peers are living their best lives in between these two worlds. Because it’s the only life they know. We don’t want to escape from it. We want to embrace it, tame it, and use it to our benefit. We created 10 tableaux vivants with strong fashion statements that are highlighted and intertwined with new technologies. A modern world that is not here nor in virtual reality at the same time. We are somewhere in between the analogue world and the Internet. We’re both in and outside of the matrix.”
90th Shooter : USA
@90thshooter
I was mainly inspired by the long history CAT has. They are very known for in the construction industry, so i wanted to mix the new style of this generation with a little bit of their history. Make it grungy, exciting, appealing to the younger generation and show them how interesting CAT Footwear can be. They’re innovating, extending their creativity and they’re not afraid to try new things
