Salim Adam Embraces Individuality for Foot Locker

The latest piece of work from Darkroom’s Salim Adam, is ‘Shoes Don’t Change the World’ for Foot Locker. Created by Analog Folk, and produced by Partizan, the ad aims to embrace and encourage individuality.

Starring British singer-songwriter Abisha and model Jordan Charles, the two speak about their own experiences and the importance of being yourself. The campaign strives for inclusion, and hopes to inspire others who are not often represented in the media. 

Salim provides strong visuals rooted in the London boroughs of the two artists. Producer Jason Oakley explains “We shot in the homes of the cast and in their local areas - Brockley for Abisha and Holloway for Jordan. The films were shot on 16mm film and 360 cameras, with Salim directing the stills and creating the accompanying gifs.”

From Salim: "I really connected with the idea for the film as it promoted 'being different' and stood for embracing individuality. It's a topic I feel strongly about personally...and making change is something I want to be a part of. Shooting during COVID was a real challenge but collectively we all set up well. Being open to adapt to a new way of shooting really helped to tell the story I wanted."