ADIDAS

NMD_ R1

ASK + OBJECTIVE

Adapt global visual guidelines for NMD into the digital space to sustain and build on the franchise's momentum. Establish a consistent look and feel for NMD, creating compelling digital assets that effectively convey its visual identity and drive sales. As new product variations are introduced, ensure a cohesive approach and provide feedback to the global team for a harmonized visual direction. The goal is to elevate the success of the NMD franchise in the digital realm and attract both existing and new audiences.

CREATIVE DIRECTION

Capture models in dynamic and energetic moments wearing NMD sneakers in communal and commercial spaces that bridge the past and future, emphasizing diversity and exploration. Locations include empty lots, transit platforms, shopping spaces, corridors, and large lounges. The energy should be dynamic with clear product focus, moving beyond minimalist shoots to resonate with younger audiences through playfulness and genuine interaction. Encourage playful and upbeat poses that reflect the models' personalities, aiming for authentic emotion and enjoyment on set. Ensure poses are relevant to Gen Z viewers, incorporating interactions with footwear. Alternate between dynamic shots and moments of genuine comfort in the models' surroundings.

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 Copywriter: Brandon Brown
Designer: Benj Zeller
Senior Producer: Chelsea Noonan
Photographer: Alexandra Gavillet
Stylist: Maki Katsumoto
Production Partner: RESIN Projects