Activation
Brand activation across experiential and commercial adidas categories.
PRO:DIRECT x F50 LAUNCH
BRIEF reintroduce the iconic F50 not through broadcast but through community, placing the boot in the hands of the grassroots players who would make it mean something.
MECHANIC competitions across three cities, inviting young footballers to compete for a boot contract and a trip to EURO 2024. The activation earned its credibility by going to the community rather than asking the community to come to it. Account management end to end — concept, production, logistics and delivery.
OFFICE x SL72 LAUNCH
BRIEF to revive an icon without competing directly with its own stablemates.
APPROACH to find the SL72's own cultural niche, an expressive, style-conscious consumer orbiting the same world. The OFFICE Girl as the lens: a consumer who knows her references, wears her trainers with intention, and responds to beauty over hype.
Shot on location in East London — streets as backdrop, flowers as motif, referencing the shoe's Olympic heritage. Window-to-wall execution across every London Office store. From brief and brainstorm through to production and installation, the work held a consistent visual and cultural point of view throughout.
COMMERCIAL
INSIGHT Back to School was driving higher net spend among adults than among children. The campaign was talking to the wrong audience.
PIVOT reframed the campaign as Back to Life: the turn of the season as a moment of renewal for everyone, not just students. Back to the gym. Back to the office. Back to the city after summer. Back to yourself.
OUTCOME expanded the campaign brief to include new audiences, new product categories and new retail moments. Deliverables included campaign strategy, asset direction, VM and merchandising recommendations, and stakeholder alignment across commercial, retail and brand teams.