Building hype around the launch of adidas’ first collection with supermodel Karlie Kloss. We recruited an all female cast who are making moves in the world of STEM.
The art direction of the shoot had a contemporary twist on a 70s theme, with use strong use of wood throughout to allow the orange in the collection pop. We joined forces with Shaniqwa Jarvis to film and photograph the collection whilst Fabricant (digital fashion house) created 3D renders bringing the collection into another world. Fabricant also challenged creators to design their own version of the Parka Jacket, the best 20 were auctioned with 50% going to the creator and 50% donated to Kode with Klossy - the non profit organisation allowing young women to pursue their passions in tech.
Due to COVID restrictions the whole campaign was shot remotely in New York whilst myself and the Creative Director, directed the whole shoot from a hotel in London. Whilst this year has been a learning curve for us all, it has not stopped us producing content. Allowing my skillset to develop and become even more resilient throughout different circumstances.
The collection was rolled out globally across numerous digital deliverables for the adidas webpage, CMS and app. Social and retail formats were also created to enhance the launch of the campaign. I was design lead throughout the whole campaign, with oversight on retouch, artwork and a team of designers, allowing me to be part of the project from start to finish.
The design featured wooden finishes, product details, framing devices and photographic duplicates to enhance the look and feel of the the collection.
ROLE: DESIGN LEAD/ ART DIRECTION
AGENCY: IRIS WORLDWIDE
FORMATS: DIGITAL (WEB, CMS, APP), SOCAIL, RETAIL
SHOUT OUT TO GABI MOSERT, SHANIQWA JARVIS, SIMONE BOTHERWAY, LOTTIE TONKS