Adidas
back to school
2023

Back to School was one of the brand’s most important commercial moments in 2023, and the objective of the photoshoot was to produce highly engaging, conversion-driven content for the adidas site. The visuals authentically reflected the back-to-school experience while clearly showcasing our products. To sustain momentum throughout the season and avoid consumer fatigue, the shoot delivered a wide range of assets that were refreshed and reused across multiple phases of the campaign.

For this project, I helped bring the concept The Journey Back to life—a narrative that framed back-to-school not just as a single day, but as a buildup of moments leading to the excitement of reuniting with friends and returning to routine. We showcased three key age groups across distinct scenarios that aligned with each phase of the campaign: prepping for the first day, connecting with friends through before-school activities, and walking through halls and common areas once school was in session. This journey through the school day mirrored the broader back-to-school season, allowing us to capture relevant content across three months. Most of the content followed our cast through on-model moments that emulated real school-life scenarios, while off-model shots within each setting added flexibility and depth to the asset mix.

• Contributed to photo and graphic direction in pre-production decks

• Supported creative directors on set with shoot direction

• Monitored shot lists, wardrobe, styling, lighting, and framing on set

• Assisted with casting talent and scouting locations

• Participated in post-production by selecting images, providing retouching feedback, and finalizing assets

• Designed digital assets using the images we captured

• Collaborated with adidas’ writers 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, and retail stores.