ADIDAS

NOVEMBER THEMATICS

ASK + OBJECTIVE

In navigating the new normal, we recognize the importance of community. Our goal is to showcase the joy and resilience within these bonds by emphasizing a genuine sense of togetherness through our products. Highlighting a joyful connection between models is crucial, steering clear of artificial expressions while avoiding an overly somber or serious tone. The aim is to strike a balance that communicates the warmth of authentic connections without appearing overly polished or detached.

CREATIVE DIRECTION

Enhance the theme of connection with vibrant colors that echo our apparel palette against a lively, quilt-like backdrop. This pattern visually signifies our collective identity and connection, harmonizing effortlessly with the models' outfits. Emphasizing a narrative aspect, the backdrop should resemble puzzle pieces forming a cohesive image, avoiding gradients or monochromatic settings. The backdrop, composed of individual colors that align with the clothing, aligns with a clean, fun, and unexpected aesthetic. Lighting should be simple and bright, mimicking natural window light. Regardless of the visual direction, feature footwear interactively with models, using them as framing devices for a clear and readable presentation. For a living room ambiance, seek vibrant backdrops like rugs, tapestries, or fabrics with an array of colors and textures.

MY ROLE

My responsibilities included 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
Senior Copywriter: Brandon Brown
Senior Producer: Chelsea Noonan
Product Manager: Bri Golden
Photographer: --
Production Partner: --

IMAGE OVERVIEW