At adidas, I led a team of Creatives in the making of global digital campaigns for adidas Originals. Our focus was to creatively elevate and lead the shift of the adidas operating model from retail/wholesale first, to DTC and digital first. As a hybrid Creative, I was overseeing and creatively directing both Art and Copy.
We were working across all DTC (Direct-to-consumer) channels, such as adidas.com, apps, social media and digital retail.
My specific focus was the progression and the premiumization of visual language and storytelling for the Originals brand.
