ADIDAS

FLEECE PHOTOSHOOT

ASK + OBJECTIVE

Produce high-quality content for the Fall/Winter fleece line, featuring sweatshirts, sweatpants, hoodies, and crewnecks with a sleek, premium aesthetic. Emphasize the products as desirable items through concise copy, impactful photography, and visuals for men, women, and kids. Showcase the perfect fusion of style and comfort with a focus on diverse colors and on-model fits. Develop digital content for use on adidas.com and in performance marketing.

CREATIVE DIRECTION

Take your favorite fleece pieces beyond the couch and embrace comfort in everyday style. The new dress code emphasizes expressing individuality through relaxed attire rather than being buttoned-up. Highlighting fleece as a streetwear staple, we aim to showcase its versatility in diverse settings and unconventional setups. The focus remains on the product, utilizing outdoor scenery and staged indoor fixtures to emphasize the dual environments where this apparel can be worn.

MY ROLE

I was responsible for end-to-end project management, covering tasks such as conceptualizing creative direction, establishing guidelines for partners, overseeing the photoshoot with the art director, managing image selection and retouching, and designing digital layouts for Adidas's online platforms, including adidas.com, the Adidas app, and email communications.

CREATIVE TEAM

Art Director: Bernadette Little
Senior Designer: Colin Sias
Designer: Chris Barnes
Producer: Martine Nash
Copywriter: La Tecia Sykes
Product Manager: Adrian Anaya
Photographer: Seth McGinnis
Production Design: Angela Smith
Stylist: Amelia Johnson
Production Partner: Revery Group

IMAGE OVERVIEW