ADIDAS FESTIVAL CAPSULE COLLECTION
Art Direction
Design
To support adidas Original's goal to cement itself as the go-to resource for festival fits and celebrate their festival capsule collection, our team established a creative direction to communicate the hype and uninhibited joy that defines the festival season. Our narrative centered on the after party—a time when the show is over but the night is young. The party goes on.
The Key Visuals for the campaign won the PDN Photo Annual award for best advertising work.
Photographer / Tory Rust
Stylist / Kevin Smith D’Aguiar
Set Design / Porkchop Productions
The Key Visuals for the campaign won the PDN Photo Annual award for best advertising work.
Photographer / Tory Rust
Stylist / Kevin Smith D’Aguiar
Set Design / Porkchop Productions
Our casting strategy centered around adidas ambassadors Anna Lunoe and SG Lewis as our primary talent to establish a connection between the campaign and the Coachella festival where both were scheduled to play.
Art direction was rooted in the mid-century modern aesthetic characteristic of the architecture found in Indio and Palm Springs where Coachella takes place. We used flash photography to keep the energy up while accenting the high class/low brow vibe and to ensure that the subjects and colors pop, commanding center stage.
The campaign extended into adidas Originals retail spaces where we staged recreations of the
set design
to highlight the campaign imagery and product. For our in-store activation, we devised and implemented a strategy to increase the number of in-store registrations for adidas Creator Club members via a ticket give-away for a guest +1
to attend Coachella. Using our graphic VisID system, we created signage at key consumer touch-points throughout
the store to educate guests about the ticket giveaway.
to highlight the campaign imagery and product. For our in-store activation, we devised and implemented a strategy to increase the number of in-store registrations for adidas Creator Club members via a ticket give-away for a guest +1
to attend Coachella. Using our graphic VisID system, we created signage at key consumer touch-points throughout
the store to educate guests about the ticket giveaway.
We developed a library of iconcography to use throughout digital and retail collateral drawing inspiration from the desert environment surrounding Coachella and directly tying in to the activities featured in the content capture.
