The ask: Deliver a headline-making execution that touts adidas massive brand step forward in reducing plastic waste with their new recyclable Stan Smith shoe launch.

The execution: Take the brand’s ambition for a plastic-free future out of the ad and put it into Brooklyn.

Brooklyn Central Library, one of the borough’s most important civic landmarks, became the hero canvas across a 4-day intervention: a monumental projection imagining a future without plastic. Beyond the building, guerrilla media and neighborhood programming brought the idea down to street level, including a Prospect Park clean-up and Greenmarket sponsorship.