ADIDAS / STUDIO-A / SELECTED PROJECTS
DIGITAL & SOCIAL & CONTENT
A selection of projects that my team and I worked on at Studio-A, the adidas global digital in-house agency.
Working as Creative Lead & Associate Creative Director, I’m responsible for a team of talented creatives who make the brand come to life in the digital space. Working closely with every category of adidas we push the brand's communication to a higher degree of integrity and craft. Enjoy it! 🤘
+ 2022 WORK SHOWCASE
+ 2021 WORK SHOWCASE
+ 2020 WORK SHOWCASE
+ LEGO / PLAYTIME NEVER STOPS
We're taking the concept of 're-built by kids' to show LEGO creations being built and re-built using stop-motion. For messaging, we leaned into the storytelling potential of this to show how the LEGO footwear styles have inspired our kids. Ultimately, we aim to encourage our consumers to help their own little artists to re-build their own creations.
+ CLASS & CONTROL LEGACY
For the 2022 FIFA World Cup, we were tasked with creating a global digital toolkit to cover the two most iconic franchise in the history of adidas football: the Copa & Predator.
+ ADILETTE - 50 YEARS CLASSIC
The creative incorporates Adilette’s iconic comfort with a playful take on anniversary prestige. A velvet texture highlights the theme of comfort while keeping things premium, with a playful nod to the 1970s. Bold colours and lighting elevate the classic look and feel, giving each shoe a premium anniversary treatment while staying true to its comfortable roots.
+ FIFA / DON’T STOP TILL YOU’RE 99
How do you judge a player? Is it by their flair? Their fans? Their car? Whoever you are and wherever you play, It’s your numbers that count. Your FIFA rating tells the world what you have done and tells gamers what you can do for them. Whether you’re on a real or virtual pitch. It’s how any young player worth their salt judges progress.
FIFA ratings inspire the pros to earn that extra inch of speed and inspire players to take on even bigger challenges. You wannabe the fastest winger in an X, then get your PAC up. You wanna ping the ball like a Copa champion, then get your PAS up. You wanna control the game like a Predator, then get your DRI up. We are the next generation of talent, and this is the new language of success. We play to progress and we have our ambition dialed up to 99. And with these boots, we wear our ambition with pride. DON’T STOP TILL YOU’RE 99
+ SUPERSTAR / SHAPE OF AN ICON
adidas needed a global Superstar always-on modular toolkit, providing a consistent creative aesthetic and strong communication message, across all digital touchpoints, to be adaptable enough to be picked up by any country, at any time, and launch.
We looked at the iconic silhouette and the unforgettable details that make Superstar unique. The serrated 3-stripes. The toe cap. The sole. And that's how the concept "THE SHAPE OF AN ICON" was born. Even when stripped back to their most basic elements, they're instantly recognizable. The creative aesthetic and messaging were developed around the idea of the Superstar shoe as an icon of shoe design of past, present, and future.
+ FOOTBALL ICONS
The football fan culture is currently placing 90s football in the limelight. With a growing interest in retro jerseys, fans are revisiting a golden era of football kits and the beautiful game. Among the most popular items are the Adidas EQT shirts, which were originally produced and worn between 1991 and 1994. Though they had a brief moment in football, their impact has endured, etched into the collective memory of millions of fans.
In response to consumer demand, adidas has created an iconic collection of pieces from that era, inspired by the 90s and retro designs. With its unique touch, we bring to life the football nostalgia inspired by 90s icons, serving the football lifestyler with a generous dose of history and passion for the sport.
Agency: Studio A - adidas In-House Agency
Role: Associate Creative Director