WORK: For summer 2012, adidas Originals wanted to reinforce its message about self-expression with a new chapter of the "adidas is all in" brand campaign. We came up with a 360° campaign "adidas represent" featuring brand ambassadors such as Nicki Minaj and Jeremy Scott. The brand campaign led by the hero film "all originals represent" was sustain across the globe, showing the creative spirit from Paris to Rio de Janeiro. "all originals represent" inspires and invites consumers worldwide to go on the brand's website represent what they are all about as part of their crew. In addition, the campaign was activated worldwide through local events challenging consumers to go all in and represent their crews and passions.
SCOPE: Concepting / Assessing shoot location / Briefing directors / Directing shoot / Supervising production