Develop a market-relevant, product-focused back-to-school campaign running from July through September, spotlighting cross-category apparel, footwear, and accessories for kids, teens, and college-aged students. The campaign aimed to drive engagement and conversion through CRM, Onsite, App, and Performance Media channels with monthly content refreshes. Additionally, assets were created for use by Retail partners to support in-store storytelling and drive foot traffic.

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.