Holiday is the biggest season for adidas, both in terms sales and the brands investment into creative. Our team was asked to execute a massive three phase campaign that lasts from mid-October until New Years. This span covers Black Friday and Cyber Monday along with a constant rotation of various weekly promotions. To create content for all of these moments in the most efficient way possible requires two very complex photoshoots. The first shoot utilized in-studio photography to capture both on and off-model product photography while the second shoot was shot on-location. To further amplify our audience and add sport credibility, we partnered with a variety of athletes to appear in the campaigns including: Tegan McGrady (Portland Thorns FC), Morgan Weaver (Portland Thorns FC), Ally Love (Peloton instructor & CEO) and adidas Runners Jessie Zapo, Garret Gooch, Nora Hill, Alea James & Chloe Towns.
I art directed the campaign from concept to file delivery and my responsibilities on the project included:
• Leading creative concepting
• Presenting concept & design directions to stakeholders
• Building & maintaining direction, production & ROS decks
• Storyboarding, music selection & video edit direction
• Directing casting & model selection
• Directing photography and retouching
• Directing design of on-site, social and paid-media deliverables
Studio A team members:
• Sr. Art Director - Emily Tate
• Sr. Designer - Stephen Paff
• Sr. Copywriter - Zoe Ward
• Sr. Project Manager - Morgen Lennox
• Designers - Chris Barnes & Elisa Cox
• Sr. Producer - Chelsea Noonan
Production partners:
• Photographers - Julia Johnson & Ross Martin
• DP - Graham Walzer
• Stylists - Andrea Tolbert & Marta King
• Production Designer - Angela Smith
• HMU - Tracy Schulz
• Art Director - David Storm
• Prop Master - Nate Smith
• Production Company - Revery