THE PROJECT
We were tasked with creating a cohesive global digital Toolkit, for four iconic sneaker franchises. The content needed to work across markets, seasons and digital channels; spotlighting the key products and finding a balance between sport, heritage and lifestyle.
With the concept “(Re)Framing Heritage” we wished to communicate the rich history of the four silhouettes and to highlight their unyielding cultural relevance – creating a cohesive franchise branding dipped in heritage that allowed for the individual expression of each silhouette. With a product as hero approach our set and styling works as supporting actors highlighting the shoes and subtly hinting to its heritage. The set should feel relaxed, warm and unpretentious whilst premium and clean. A timeless aesthetic with raw and natural materials that stand the test of time, both in style and quality. The styling of the models is influenced by the sport and heritage of each silhouette, but is reframed through a modern streetwear fashion lens. Connecting and creating a balance between sport, heritage and elevated lifestyle.
MY ROLE
Concept, Art Direction, design, on-set production and digital production for adidas Originals Modular Toolkit 2023. I led the project from start to finish with the support of our Design Lead and Creative Director. I created and pitched our concepts, established the directions, designed the landing pages, produced the assets, and outlined clear, creative guidelines for all markets. The campaign content was implemented globally across adidas digital channels (e-commerce, app, and CRM).
