ADIDAS: SEE MY CREATIVITY
OPPORTUNITY
Invisibility on and off the field is a reality for many female athletes. They can literally set the bar in their sport, only to be met with astronomically low salaries, a mere 4% media coverage, and fewer, less lucrative sponsorship opportunities.
Even in the sports and apparel industry, campaigns have traditionally baited the audience with empowering messages of women parading their athleticism to “prove” they’re just as good as men. But what if, as a brand with a platform, we instead shifted the conversation back to them?
APPROACH
The key: Celebrate women’s dimensionality.
Landing on See My Creativity, (proposed line: “See Me”) the SS18 brand moment focused on real athletes and how they’ve used creativity through their respective sports — baseball, soccer, basketball, rugby, hockey, and volleyball. All effects were done in-camera to symbolize the multi-dimensionality of each athlete’s individuality.
PROCESS
Briefed by our Comms partners in an effort to direct the agency partner to keep with the consistency of our look, tone, and feel, my partner and I had 48 hours to re-brief the messaging and static imagery structure, with a last-minute flight to the set with our photographer. Images were used in campaign materials, including the final spot, and as supplementary content on social media and eComm.
