Threads

Adidas-Parley-Ana-María-Guerra

 

I was commissioned by Adidas Originals and Parley to create a series of images for their new collaboration. They’re working together to prevent plastic entering our oceans and transform it into high-performance sportswear, spinning the problem into a solution.

‘Threads’ explores how plastic comes to coexist with natural organisms. Often to devastating effect. I have created the following images combining coral skeletons with plastic. This work is closely related to my project ‘Future Fossils’, which conclusion was that we are trapped in an economic system that conceives natural resources as a mere source of wealth. Technological advances tend to service personal and commercial interests. When Adidas contacted me to be part of this campaign, my perception of the problem was different. I thought that I could use the leftovers of Future Fossils to convey a more optimistic message. I used ABS plastic, material that’s normally used for 3D printing to create these images.The same plastic that has contaminated the sea could be recycled to stop the degradation of the oceans and to reduce global warming. The only way of reversing the degradation of the ecosystem is changing consumer behaviors that harm our planet. Fashion should be sustainable.

 

Adidas-Parley-Ana-María-Guerra

Adidas-Parley-Ana-María-Guerra

Adidas-Parley-Ana-María-Guerra

Video of the campaign:

 

http://www.adidas.co.uk/originalsbyparley