REVOLUTION 30
_adidas x NBA Campaign
We launched the REVOLUTION 30 campaign, the NBA's lightest uniform ever (40% lighter, breathable mesh numbers, 60% recycled fabric). To communicate this revolutionary advancement, we literally let the jerseys take flight with the "made to fly" photo concept. Taking this concept to the next level, we featured Dwight Howard and Derrick Rose leading a wave of 30 flying jerseys into the game's future.
My vision for the “made to fly” concept was literally to cut all the strings attached. With a flick of the wrist, the jerseys flew into the air, making uniquely dynamic shapes with each toss. This creative approach broke away from the expected mannequin bust, a lay-down, or strung-up methods. The result was a beautifully dynamic way to tell the REVOLUTION 30 jersey story.
In the early concept phase for REV30, the initial jersey tosses happened in the backyard. These early images paved the way for a sell-in shoot and the consumer facing campaign.
