ADIDAS

BACK TO SCHOOL

ASK + OBJECTIVE

Back to School stands as a pivotal moment for our brand, demanding the creation of compelling content that not only captivates but also converts on the adidas site. The content must seamlessly showcase our products while authentically resonating with the back-to-school experience. Our approach involves generating a diverse range of content, ensuring it remains fresh and captivating throughout the entire back-to-school season, thereby preventing consumer fatigue.

CREATIVE DIRECTION

The Back-to-School concept goes beyond the first day, showcasing the entire journey leading to the return. With three key age groups, our engaging content depicts scenarios from outfit choices to class reunions, serving as distinct phases for an authentic campaign progression. Following students through home preparations, pre-bell meetups, and in-class reunions, the content captures genuine moments, boldly showcasing our products with authenticity. This journey aligns with the back-to-school season, generating relevant content for all three months, covering aspects like prepping for the first day, participating in before-school activities, and interacting in various school settings. Both on-model and off-model content were captured to enhance the 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 photoshoots with the art director, 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: Bernadette Little
Senior Designer: Colin Sias
Senior Designer: Stephen Paff
Senior Producer: Chelsea Noonan
Designer: Eli Caudillo
Copywriter: Yousef Hatlani
Senior Producer: Chelsea Noonan
Photographer: Jacob Jones
Production Design: Jade Harris
Production Partner: Mesa Lang
Stylist: Jess McCreary

NIL — IMAGE OVERVIEW