adidas
I helped move adidas from a literal, performance-based platform to an inspired dialogue with young athletes around the notion that through sport we can change people's lives. Sometimes we were the lead agency, other times we were drafting off another agency's idea. Our consistent presence was our brand voice and ability to execute in a nimble fashion. The global brand comms VP called us their "secret weapon."
Over 10 years, I worked to celebrate everyday athletes next to icons like Messi, Bad Bunny and Beyonce, making the brand more accessible to all people. I moved to Europe to collaborate with the global brand team. I fell in love with the work and the people. I learned how to be a director and ride a bike in Amsterdam without falling in the canals.
Siya Kolisi
Siya Kolisi is the first ever, black rugby captain
for South Africa's national team.
Think about that for a minute.
He's noted for winning the World Cup,
for his great strength on the pitch,
perhaps greater strength off it.
Credits: Writer, ECD
Impossible is Nothing
We resurrected a twenty-year old brand platform
with a global campaign, consisting 25-films (I wrote 20 of them), and 435 social posts. With over 2-billion views, we showed a new generation that, even in dark times, sport inspires us to see the possibilities in ourselves and in each other.
Credits: Co-Writer, ECD
You Got This
Gen Z isn't playing sports as much
because of social pressure.
I worked with the adidas global comms team
to create a compassionate, inclusive voice.
Through community and positivity,
everyone wins.
Credits: ECD
Running With Maria Taylor
We helped create a cultural movement
around Boost technology with the star power
of Maria Taylor, Karlie Kloss and Pusha-T.
We did it all while running, literally,
through the Upper West side.
I got my steps in.
Credits: Writer, ECD
Icons
Supporting adidas' Creativity global brand campaign,
these digital nuggets were seasonally targeted
and cobbled together with existing assets
and hand-rendered scribbles.
Credits: Writer, Creative Director