ADIDAS BRAS & TIGHTS
GLOBAL CAMPAIGNArt Direction
Design
To position adidas as the go-to bras and tights resource for women, we created a multi-season, global campaign designed to educate and empower women to make the right choice when seeking two of the most important pieces in their active wardrobe.
My role as art director was to develop a unique content and messaging approach that highlighted adidas product offerings while acting as an educational component to allow the consumer to make informed decisions when purchasing the right product for her.
Photographers / Fab Fernandez and Coty Tarr
DP / Tyler Trautman
My role as art director was to develop a unique content and messaging approach that highlighted adidas product offerings while acting as an educational component to allow the consumer to make informed decisions when purchasing the right product for her.
Photographers / Fab Fernandez and Coty Tarr
DP / Tyler Trautman
I led 3 days of multi-category shoots across 6 locations to capture enough content to satisfy two seasons worth of omnichannel work. The art direction was honest and raw. Emphasis was put on showing the product and talent authentically which was accomplished by putting the talent through intensive workouts and capturing the full breadth of the experience from the first stretch to pure exhaustion.
To enhance the authenticity of the campaign we featured interviews from the each member of the cast on key story pages reflecting on their their personal fitness journey and honest product insights. These talent profiles and testimonials allowed us to have a deeper connection with the audience by viewing the cast as real and relatable while lending credibility to the fit and function of the product.
Our content and messaging showed up across all consumer touchpoints, as well as internal adidas staff education collateral. We also created two comprehensive toolkits for global use for digital and retail applications.
