UPDATE: We continued the story in SS19 with chapter 2 of the “Designed for Changing Direction” story, as part of my work as Creative Director on adidas Running at TBWA\.
As part of my work as Creative Lead for the TBWA\ adidas Hub, we were tasked with launching the Pureboost Go and bringing it’s story shoe to life. As as shoe built for street running, the opportunity was to create a campaign that was relevant and routed in culture. This informed our choices of cast, trying to build a story that was true to Brooklyn, with real runners from NYC, director from the city, running through the borough to music from the borough. Authenticity was the most precious thing and we were able to come out with something that was a departure from where running campaigns have lived in the past. Most of all, the runners like the way depicted their culture and had a blast.
From a photography standpoint, the real success of this campaign was setting a new benchmark for how the brand depicts running, more real, more raw, more authentic. This is something I am very very proud of.