CREATIVE DIRECTION: ADIDAS GLOBAL BRAND EXPRESSION
OPPORTUNITY
Each year my team updated our creative direction consisting of voice, photography, art, as well as production process and values — which oversees all campaign, social, and digital content via internal and external partnerships. But the thing is, nobody likes rules. So we asked ourselves, how do we inspire partners without making them feel creatively stifled? Which brings me to Global Brand Expression, aka the custodian and source of inspiration for the brand’s identity.
APPROACH
For the 2022 direction, we took the opportunity to push beyond the annual voice and visual updates by:
Briefing artists and illustrators in key cities to create work inspired by our direction for proof of concept.
Evolving the Women’s brand voice to be better connected to the brand attitude, creating better guardrails for briefs with our agency partners.
Establishing a creator network in photography, motion, graphics to tell better, more cohesive stories in consumer-facing work.
Creating a new guidelines section centered on production standards; bringing diversity and inclusion to the forefront of not only casting and consumer-facing communications, but how said work is created.
Redefining styling guidelines to create more integration with cross-category product and stronger visuals.