Testing 1-2-3
_adidas Test Shoots
Miles Davis said, “Do not fear mistakes; there are none.” I made it a point to foster a creative environment where mistakes didn’t matter. This mindset was at the heart of many of the adidas test shoots I led for Global Brand Design. The territories we explored in these shoots inspired overarching brand direction and consumer-facing content.
In our pre-season test shoots, the creative team defined goals and creative territories to explore and distilled them into a creative brief for ourselves. The content we created served multiple purposes: inspiration for overarching brand creative direction, capture evolution for the United Brand Content campaign, and evergreen brand content available for internal events and marketing meetings.
The United Brand Content campaign was a seasonal campaign shoot, but it was also an opportunity to test new concepts for future seasons.
Evolving athlete styling was an ongoing process at adidas. The following images delivered a path to additive and reductive styling approaches.
Low-light shooting was often on the exploration list since many standard brand shoots avoided low-light scenarios. The lighting at dusk and dawn proved to be interesting visual territory.
