United Brand Content
_adidas Brand Campaign
United Brand Content was a brand-wide capture strategy and campaign that reimagined creative output and scale for adidas foundational content. We captured “The Universal Experience of Sport” in real and raw global locations: LA, Barcelona, Cape Town, NYC, Shanghai, and Berlin. Each season, we evolved the creative strategy and seasonal narrative, fine-tuning efficiency at scale to deliver unified on-brand content to the entire global brand.
As creative director, I led the internal/external teams in all aspects of seasonal creative development and shoot execution, capturing photo and motion assets for 15+ sport categories. By celebrating and documenting the “Universal Experience of Sport,” we created seasonally relevant content that supported a wide range of adidas global market and channel initiatives, while building overall sports credibility and driving conversion at POS. The following images and videos embody the realness, rawness, and beauty of sport.
Seasonal campaign content was delivered with a global creative toolkit—showcasing a modular layout direction, messaging, video edits, and usage guidelines to create communication solutions across retail, e-commerce, social, and digital apps.
This shot beautifully represents the scale, collaborative spirit, and creative effort it took to execute one of the United Brand Content shoots. Massive gratitude to the creative teams, marketing teams, production teams, local crews, athlete-models, and everyone else who helped make these shoots so successful and fun!
