Titled A Winning Year, our approach built on the momentum of the previous back-to-school campaign by revisiting simplified, in-situ environments that reflected each step of the student journey. We infused the creative with a sporty, energetic tone—capturing moments that nod to student-athlete life and using language that positioned adidas as part of a winning back-to-school strategy. The goal was to highlight adidas as the go-to brand for essentials that empower students to take on the school year with confidence and style.

• Led photo and graphic direction in pre-production decks to establish a clear visual strategy

• Art Directed on-set execution alongside creative director, guiding talent, crew, and overall visual approach

• Collaborated with NIL athletes and their managers on set, directing their photoshoots to align with brand and campaign goals

• Assisted in video directing on set, ensuring consistency in tone, framing, and storytelling across motion assets

• Oversaw shot lists, wardrobe, styling, lighting, and framing to ensure alignment with creative goals

• Drove casting decisions and location scouting to support authentic, on-brand storytelling

• Managed post-production workflow, selecting final images, and providing detailed retouching and finishing feedback

• 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.