Campaign / art direction
Adidas Originals
A heritage sportswear campaign rebuilt for how people shoot and share now.
The brief
For Adidas Originals we art directed a campaign around movement: product as hero, street as set, photography that looks caught between takes rather than staged for a deck.
The idea
Reframe icons through real movement so the archive reads as current without sanding off what made it iconic.
The problem
Heritage product has to feel new without being reinvented.
One campaign had to flex across paid, social and retail.
What we did
- A photographic rulebook: motion, grain and honest light
- A layout system that resizes from feed to out-of-home
- Product treatments that keep every silhouette unmistakable
