Local Curators & Masters of the Party
To bring the global Adidas Originals 'House Party' campaign to life locally, we handpicked respected curators and influencers in São Paulo, Curitiba, Belo Horizonte, and Rio de Janeiro as the campaign's 'Masters of the Party.' Each was chosen for their deep understanding of their city's cultural pulse, ensuring the campaign felt authentic rather than imported. These tastemakers embodied the Adidas Originals spirit, translating a global platform into something that spoke directly to each local audience.


Global Reach
What started as city-level events quickly became cultural moments. The parties drew international figures like DJ Pase Rock and renowned photographer The Cobra Snake, whose presence turned local gatherings into internationally recognized celebrations of creativity, style, and music. By blending grassroots local expertise with international star power, the campaign elevated 'House Party' from a series of local activations into a global phenomenon — reinforcing Adidas Originals' position as a leader in lifestyle and streetwear culture in Brazil and beyond.


Key For Success
DJ Pase Rock brought his signature sound to the decks, energizing each city's crowd, while The Cobra Snake documented the parties through his iconic party photography, later published on his site as part of the "Indahouse" series, capturing the scene's style and energy for a global audience.