Production, Marketing Execution, Digital Marketing, Design
Working closely with the Creative Director, I produced and executed the Adidas 002 campaign shot in New York City. Photographer Atsushi ‘Jima’ Nishijima – acclaimed for his candid photographs of actors on film sets – captures this intermediate, off-kilter energy within the accompanying campaign. Stylist Stephen Mann enriches the imagery by utilising garments lifted from the subjects’ own wardrobes, enhancing wearers unique personas.
Training a documentary-like lens on the dichotomy that predicates both collection and the city that Jima calls home – New York – each image is a testament to the medians that arise when people’s lives cross. Newly acquainted strangers converse, individuals find solace amongst chaos - all harbour an ineffable aura of character, all intuitively echo the coexistence that defines city life.
An individual carrying a bag of vivid bouquets wearing a smock, shirt and zip-open pants. The polish of a shirt and tie counterposed by the casual ease of a three-stripe charcoal tracksuit. The childhood reminiscence of basketball shorts and high socks with gradient t-shirts. An ancillary light-heartedness is introduced via an empty silver canteen chair and video of footwear being juggled.
A sense of optimism within the urban landscape’s sea of grey.
Since the Adidas 001 collaboration, we have worked with photographer Pierre Toussaint to create the ecommerce imagery to accompany the campaign, with retouching by the team Ring Studio.
To coincide with the online and in-store release, I designed and executed Meta campaigns to encourage digital sign-ups and collaboration awareness. The campaigns drove a 15% increase in list subscribers, with the footwear styles selling out within 24hrs of release.
Campaign — Photographer, Atsushi ‘Jima’ Nishijima Stylist & Art Director, Stephen Mann Casting, Cicek Michelle Yusef Film Editor, Jim Helton Makeup, Naoko Kitano USA Producer, Willson Project
Ecommerce — Photographer, Pierre Toussaint Stylist, Stephen Mann Hair & Makeup, Peter Beard