ASK + OBJECTIVE
Craft a creative narrative that brings the Chic Tennis trend to life, spotlighting our April Tennis Time collection. Infused with pastel delights, this collection offers versatile layering options, seamlessly blending with everyday style. Challenge the conventional limits of preppy fashion by redefining it to harmonize with our daily, modern aesthetic. The objective is to seamlessly integrate the essence of the Tennis Time collection into a chic, day-to-day style narrative that resonates with our audience's fashion sensibilities.
CREATIVE DIRECTION
Immerse viewers in a chic tennis trend story inspired by vintage Vogue aesthetics, capturing both modeled and candid moments. Enhance a premium, editorial feel with dynamic poses, wooden tennis racquets, and white court-side chairs, utilizing existing light for a warm, nostalgic atmosphere. Complementing the Tennis Time collection, shades of green, blue, white, and brick are highlighted against the hard lines of a tennis court. The country club setting conveys a relaxed post-match vibe, featuring carefully composed shots and slice-of-life scenes enriched by props like umbrellas and lounge chairs. The luxurious environment, complete with manicured lawns and fountains, enhances the collection's laid-back style, creating an exclusive and visually captivating narrative.
MY ROLE
I was responsible for end-to-end project management, covering tasks such as conceptualizing the creative direction, establishing guidelines for partners, overseeing the photoshoot, managing image selection and retouching, and designing digital layouts for Adidas's online platforms, including adidas.com, the Adidas app, email communications and social media placements.
CREATIVE TEAM
Art Director: Colin Sias
Senior Copywriter: Hawley Martin
Senior Producer: Therese Trikilis
Photographer: Molly Cranna
Production Partner: RESIN Projects
Senior Copywriter: Hawley Martin
Senior Producer: Therese Trikilis
Photographer: Molly Cranna
Production Partner: RESIN Projects
IMAGE SELECTS
