CONCEPT DEVELOPMENT | CONTENT DIRECTION & PRODUCTION | DESIGN | ACTIVATION
ADIDAS ORIGINALS x FOCALISTIC: foca Forum 2000
With each new chapter, Focalistic continues to make history, adding another milestone to a legacy already reshaping African music on a global scale, while placing his hometown firmly on the cultural map. That journey took its most tangible form yet with Foca Forum 2000, a sneaker channelling the unmistakable energy of President Ya Straata, and marking Focalistic as the first African musician to collaborate with adidas Originals.
At its core, the campaign was rooted in Pitori to the World: a celebration of Pretoria and Ga-Rankuwa through the people, places, textures and sounds that shaped the artist. Alongside this, the distinctive world of President Ya Straata came through in a heightened presidential aesthetic, expressed through grand visuals across every touchpoint.
adidas Originals remained present throughout, while Focalistic’s EP provided the soundtrack, connecting product, music and experience across the campaign. More than a sneaker release, Foca Forum 2000 brought these elements together to honour adidas’ longstanding relationship with Foca, using his homecoming story as a source of inspiration for the next wave of Originals in South Africa.
THE ARRIVAL: TEASER
The campaign launched with a cinematic teaser that introduced the scale of the collaboration through the world of President Ya Straata.
Looking over Pretoria from a bird's-eye view, Focalistic reflects on the city that shaped him before appearing as a larger-than-life figure moving through its most recognisable landmarks.
stills
Stills and key visuals grounded the campaign in the people and places at the heart of Focalistic’s world. Alongside a series of portraits, community-led visuals brought together his crew and 18 Area, creating a collective portrait of the culture, people, and creative energy behind Pitori to the World.
HERO FILM: PITORI TO THE WORLD
The hero film traced a full-circle story of ambition, reflection and return, through the eyes of a young Focalistic growing up in Ga-Rankuwa. Moving through the sounds that shaped his musical identity, from Bacardi and 2-step to House, Gqom and Kwaito, the film captured his journey from the streets of Pretoria to the global stage. As the story builds, the world of President Ya Straata comes into full view, bringing a heightened presidential aesthetic to his return through a sense of ceremony, scale and celebration. The young boy who once dreamed of becoming an artist ultimately returns home as a cultural leader, celebrating how far he has come while honouring where it all began.
Seeding returned the campaign to the product, transforming the Foca Forum 2000 into a premium collector's experience through custom-made collaboration tote bags, exclusive silver chains and limited-edition bandanas.
seeding
ACTIVATION
The campaign was brought to life through an intimate launch experience, focusing on sound, product and space. Drawing on Focalistic’s visual language, the setting combined red lighting, graphic maps of Pretoria and details inspired by Ga-Rankuwa, creating a space that felt distinctly rooted in his world. A live violin performance opened the evening before Focalistic took to the stage for an exclusive preview of his upcoming EP, framed by a Foca Forum 2000 footwear installation.
BILLBOARD
Church Square and Sammy Marks Square, Pretoria
CREDITS
[AGENCY]
Creative Director — Ashley Benn, Consulting CD — Robyn Newham, Design Lead — Kirsten Mackrill, Agency Art Director — Jaimi Robin, Lead Producer — Ayanda Iman Sadek.
[PRODUCTION]
HERO: Line Producer — Hlengiwe Mkwayi, Line Producer — Lyrique Adams, Stills Production Manager — Chalé Darwin, 1st AD — Chris Van Latum, 2nd AD — Jonathan Edwards. TEASER: Production Manager — Lyrique Adams, Production Coordinator — Hlengiwe Mkwayi, Production Assistant — Malique Adams, AD — Mpilonhle Blessing Makhaye
[VIDEO]
HERO: DOP — Julian Robinet, Focus Puller — Miche Britz, Loader — Mamello Hlongwane, Gaffer — Dave Howe, BB Lights — Ryan Tucker, Spark — Thabiso Mantsoe, Spark — Wiseman Themba, Generator Operator — Connor Doye, Key Grip — Tyler Geldenhuys, BB Grip — Alan Thorpe, BB Grip — Siza Khawula, Grip Assist — Sandile Buthelezi, Grip Assist — Mnqobi Mthethwa, Grip Assist — Nick Simic, Precision Driver — Tertius de Lange, Sound Operator — Lebo Nkoana, DIT/VT — Ryan Sheppard, VT Assist — Vincent Matshaya. TEASER: DOP — Vahid Davids, DOP — Bez August, Loader — Refilwe Somoro, 2nd AC — Lindokuhle Mkhize, DIT/VT — Ryan Sheppard, DIT/VT Assistant — Vincent Winston Matshaya, Gaffer — Theophilus Geo Filaz, Best Boy — Phillip Martome Pheeha, Spark — Charles Sello Mphana, Grip — Bafana Langa, Grip Assistant — Bongani Sibeko, Focalist Stylist — Moyahabo Kganakga. POST: Colourist: Kyle Stroebel, Final Mix: Keenan Joshua, VFX: Thys Lotter, Offline/Online edit — Dumisani Sibanda.
[STILLS]
Photographer — Paul Shiakallis, Digi Tech — Legae Sehlako, Lighting Tech — Jodi-Ray Motlala, Retoucher — Mishaal Gangaram
[ART/WARDROBE & GLAM]
Hero Art Director — Sandile Mhlongo, Prop Master — Papi Oratile Konopi, Art Assistant & Drivers — Sibusiso Nhleko, Jabu Mbele, Art Assistant (Pre-dress) — Mvelo Mahlangu, Art Casuals — Linda Bomela, Arthur Nkosana, Wardrobe Stylist — Thomas van Dyke, Wardrobe Assistant — Tshepo Lekuku, Focalist Stylist — Moyahabo K (Hero only), MUA — Awodwa Mambi, MUA Assist — Kayla Macedo.
[CAST]
Focalistic — Focalistic, Teenage Focalistic — Kgomotso, Young Focalistic — Kgabiso, Mother — Foca’s Mother, Sister — Kea 18 Area, Supporting Talent Sims, Thomas, Dingane, Power, Amari (Katlego), Dikuku Bester, Dedrick West, Slu, Barber — Shelton, Young Foca’s Friend — Brendon, Young Foca’s Friend — Katlego.
[AGENCY] Creative Director — Ashley Benn, Consulting CD — Robyn Newham, Design Lead — Kirsten Mackrill, Agency Art Director — Jaimi Robin, Lead Producer — Ayanda Iman Sadek. [PRODUCTION] HERO: Line Producer — Hlengiwe Mkwayi, Line Producer — Lyrique Adams, Stills Production Manager — Chalé Darwin, 1st AD — Chris Van Latum, 2nd AD — Jonathan Edwards. TEASER: Production Manager — Lyrique Adams, Production Coordinator — Hlengiwe Mkwayi, Production Assistant — Malique Adams, AD — Mpilonhle Blessing Makhaye [VIDEO] HERO: DOP — Julian Robinet, Focus Puller — Miche Britz, Loader — Mamello Hlongwane, Gaffer — Dave Howe, BB Lights — Ryan Tucker, Spark — Thabiso Mantsoe, Spark — Wiseman Themba, Generator Operator — Connor Doye, Key Grip — Tyler Geldenhuys, BB Grip — Alan Thorpe, BB Grip — Siza Khawula, Grip Assist — Sandile Buthelezi, Grip Assist — Mnqobi Mthethwa, Grip Assist — Nick Simic, Precision Driver — Tertius de Lange, Sound Operator — Lebo Nkoana, DIT/VT — Ryan Sheppard, VT Assist — Vincent Matshaya. TEASER: DOP — Vahid Davids, DOP — Bez August, Loader — Refilwe Somoro, 2nd AC — Lindokuhle Mkhize, DIT/VT — Ryan Sheppard, DIT/VT Assistant — Vincent Winston Matshaya, Gaffer — Theophilus Geo Filaz, Best Boy — Phillip Martome Pheeha, Spark — Charles Sello Mphana, Grip — Bafana Langa, Grip Assistant — Bongani Sibeko, Focalist Stylist — Moyahabo Kganakga. POST: Colourist: Kyle Stroebel, Final Mix: Keenan Joshua, VFX: Thys Lotter, Offline/Online edit — Dumisani Sibanda. [STILLS] Photographer — Paul Shiakallis, Digi Tech — Legae Sehlako, Lighting Tech — Jodi-Ray Motlala, Retoucher — Mishaal Gangaram [ART/WARDROBE & GLAM] Hero Art Director — Sandile Mhlongo, Prop Master — Papi Oratile Konopi, Art Assistant & Drivers — Sibusiso Nhleko, Jabu Mbele, Art Assistant (Pre-dress) — Mvelo Mahlangu, Art Casuals — Linda Bomela, Arthur Nkosana, Wardrobe Stylist — Thomas van Dyke, Wardrobe Assistant — Tshepo Lekuku, Focalist Stylist — Moyahabo K (Hero only), MUA — Awodwa Mambi, MUA Assist — Kayla Macedo. [CAST] Focalistic — Focalistic, Teenage Focalistic — Kgomotso, Young Focalistic — Kgabiso, Mother — Foca’s Mother, Sister — Kea 18 Area, Supporting Talent Sims, Thomas, Dingane, Power, Amari (Katlego), Dikuku Bester, Dedrick West, Slu, Barber — Shelton, Young Foca’s Friend — Brendon, Young Foca’s Friend — Katlego.