ASK + OBJECTIVE
Launch our new men's trends collections, blending an easygoing vibe with an edgy twist. This debut celebrates confident, experimental weekend energy, offering premium materials and expressive silhouettes for consumers to personalize. The collection aims to empower diverse styles, providing a versatile and contemporary wardrobe that effortlessly aligns with individual lifestyles.
CREATIVE DIRECTION
Choose a light and playful nostalgic car lot setting that captures the throwback vibe without feeling dystopian. The location should be authentically imperfect, avoiding an overly pristine look. Opt for common road vehicles from the '90s/early 2000s rather than classic cars. Embrace a "less refined" mood, celebrating the era with a relaxed and imperfect approach. Talent should embody the "elevated kickback" mentality, having fun while keeping it chill. Prioritize poses highlighting full outfits, especially layered looks, ensuring each adidas piece stands out. Encourage candid shots that capture movement and interaction with the clothing for a dynamic shoot.
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, and email communications.
CREATIVE TEAM
Art Director: Bernadette Little
Senior Designer: Colin Sias
Senior Copywriter: Brandon Brown
Senior Producer: Chelsea Noonan
Designer: Benj Zeller
Project Manager: Kyra Bailey
Photographer: Brenton Salo
Production Partner: RESIN Projects
Senior Designer: Colin Sias
Senior Copywriter: Brandon Brown
Senior Producer: Chelsea Noonan
Designer: Benj Zeller
Project Manager: Kyra Bailey
Photographer: Brenton Salo
Production Partner: RESIN Projects
