adidas | Marvel
Deadpool & Wolverine
2024

In partnership with Marvel, adidas created a footwear and graphic tee collection to celebrate the release of Marvel Studios’ Deadpool & Wolverine, which premiered on 7/26. To promote the collection, we executed a product-focused, elevated footwear photoshoot and delivered campaign imagery, a toolkit deck, digital assets, newsroom content, membership materials, and retail guidance.

We recreated a setting inspired by Wade's apartment, designing each vignette to reflect key elements of his story and environment. Every footwear and shirt article was paired with three to five carefully chosen objects that hinted at moments from his world—like a birthday party scene featuring a wig or a shelf displaying both the Deadpool and Wolverine shoes. Each setup included unexpected details, such as unconventional product placements and scattered Marvel movie memorabilia. Cinematic lighting was used throughout to emulate the mood and tone of interior film scenes.

• Developed the photo and graphic direction for the campaign

• Partnered with Disney and Marvel Studios to subtly integrate references from the film and comics without revealing unreleased plot details

• Directed the photographer and set stylist on set to bring the creative vision to life

• Oversaw shot lists, styling, lighting, and framing to ensure visual consistency and brand alignment

• Led post-production image selection, provided detailed retouching feedback, and approved final asset delivery

• Collaborated with adidas’ in-house studio to adapt imagery for use across digital and retail platforms, including web, app, email, social, and in-store environments

website, app, email, social media, banners, performance marketing, retail stores, and promotional kits for adidas | Marvel