adidas Originals - CRM & APP Campaigns

adidas Originals release multiple products and collections each month, which require communication concepts to run on the adidas website, mobile app and through email/CRM to drive awareness and sales.

Each brief will typically just have the generic catalogue product imagery (as below), with no campaign photography, design, copy or animation.

The challenge is to create a concept through copy, design and animation, to bring these campaigns to life.
They need to reflect the tone and spirit of the products whilst standing out from the noise, expressing product features or benefits and reflect the brand in a premium and creative way in order to capture audiences attention and drive them to explore further

Here is a selection from the second half of 2021…

adidas - Digital Gift Cards

BRIEF

adidas wanted to update the look and feel of their gift cards, as well as the corresponding marketing materials that promote the gift cards on their channels. They tasked us with developing a scaleable design system alongside promotional materials.

APPROACH

After researching competitors and adidas’ own data, we felt that in addition to the main branded cards, we should create cards that carried personal messages as well as a new design approach to all the adidas sponsored football teams.

The main branded cards were updated to correct brand guidelines for sizing and placement, alongside backgrounds inspired by the brand and products. The Originals card simply uses the brand blue with a subtle gradient, whilst the performance card was inspired by the pattern of the soles of adidas shoes.

Updated brand cards

We wanted to create more options for people to send relevant messages, for personal or professional purposes, so building on the successful ‘Happy Birthday’ gift card, we created a system that would allow for other sentiments.

Finally, for the football cards, we referenced a campaign we created earlier in the year for adidas, where we embraced the patterns and textures of each adidas football team jersey to promote a new ‘pastel pack’ release for Man Utd, Arsenal, Juventus and Bayern Munich.

Arsenal Pastel Pack masthead

Final Gift Cards - Brand, Pride, Parley, Personal Messages & Football Clubs

Promo
We then created promotional material featuring the new cards, to be used across adidas’ own channels, including social.

Promo Film for Social

adidas - Home Kit Assembly

Creative & Creative Director

During the Coronavirus (COVID-19) outbreak, with lockdowns occurring throughout Europe, adidas wanted to make it as easy and affordable for people to get all the right kit to continue football training at home, or even get in the right mood for any e-gaming you might now be doing during lockdown.

I was inspired by LEGO and IKEA manuals for their friendly and simple layouts as a way to express adidas doing the same, but with their own products. I also loved the idea of placing all the adidas products into the AIRFIX kits as a visual pun, helping land the double meaning of adidas providing all the kit you need.

At the core of this idea was to not wallow in what was happening, which many brands were doing at the time, and bring something light and even a little fun to the proceedings.

The campaign ran mainly on adidas’ homepages across Europe, iOS & Android apps and through email to subscribers, and went on to be their most successful campaign during that period.

Instagram Story

T4HKT_GAMING (1).jpg

Hertz - The Great British Getaway

mini_group_1920x1080.jpg

Brief
Promote the launch of the Mini (and British collection in general) for a Q4 2019 launch.

Idea
‘The Great British Getaway’
Create three unique Mini’s celebrating British culture and history with vinyl wraps around the cars.

The film leans into the getaway aspect of the Mini, obviously inspired by The Italian Job, showing three ‘normal’ minis speed into a hangar, get a paint job to disguise themselves, then speed out.
The photoshoot covered all the British collection cars as well.

We designed all the Mini’s in-house and collaborated with YouTube star Yiannimize to wrap the Mini’s successfully. They also created their own behind-the-scenes film for their YouTube challenge.


Deliverables
Launch film for social and website
Photos for banners, owned, social

Hertz - The American Collection

Creative & Creative Director

Brief
To give the American Collection a logo and style guide and promote the collection to European customers – using only premium American vehicles with make and model guarantee using 5 vehicles – in 5 locations in the USA.

Cars
Ford Mustang GT
Chevrolet Camaro
Jeep Wrangler
Dodge Challenger
Cadillac Escalade

Idea
Leaning into the iconic design (and their Faces) of the 6 Collection cars, we created a series of images using just the headlights/grill/American number plate to conjure up the personality of each individual car and in turn, the fleet.

Taking inspiration from classic print advertising, like DDB’s VW’s ‘Lemon’ and Ogilvy’s Rolls Royce ‘Electric clock’ I wanted to explore using long copy combined with a headline that would highlight a feature, whether emotional, historical, or physical about the cars. My favourite for the Ford Mustang GT, ‘It took a wild horse to make a pony’. Reflecting on how the Mustang brought the Pony car craze to fruition and in turn rejuvenate the flailing automobile industry in mid-1960’s America.

I wrote copy to accompany the six cars, recollecting their history, interesting anecdotes and reflect on their legacy. All copy ended with the line: One face, a thousand stories.

Mustang+Poster_print.jpg

Deliverables
6 hero stills of the Face of each car alongside long copy, shot in 4 different locations in the Los Angeles area.
Additional 34 stills of a variety and framings of the 6 cars.
American Collection logo and multiple variants.
Multiple social posts for Twitter, Instagram, Facebook. Banners TBC.

Logo Development

Logo Development