adidas Never Made

I led the creative direction for adidas Never Made global footwear launch. This included working with my team to establish a cohesive visual + narrative direction across campaign films, social, and digital. We also brought the collection to life through an experiential booth at Hypebeast’s Hypefest convention.

The creative direction took inspiration from the footwear’s “cobblered” designs and fusion of brand heritage from past and present. We utilized split screen treatments that meshed abstract textures together and clean typography to clearly call out the combined silhouettes.

Film and Photography

Event coverage focused on no-FOMO engagement. We used social channels to crowd source sneaker customization and our sneaker cobbler, “Jack the Ripper” created a “never made” before sneaker in real time based on social commentary. We also created IG story stickers inspired by the collection that allowed users to add an adidas upper or sole to their own shoes.