Evolution, it’s in our nature.
This cross category collection from adidas and Marimekko offered the perfect opportunity to place some much-needed focus on women in sport.
Creatures of change, not habit.
I created a strategy focused on the resilience, rebellion, and inherent adaptability of the female athlete, with the aim to show that women in sport are the powerful advocates of strength through versatility.
“It is not the strongest of the species that survives, nor the most intelligent; it is the one most adaptable to change.” Charles Darwin
My involvement:
Developed the creative strategy and central concept
Shaped narrative and visual approach to ensure it felt cohesive with the wider adidas x Marimekko world, while still distinct
Oversaw creative development from concept through to production and delivery
Remote on-set support (due to Covid restrictions) shaping performance, tone and detail
Ensured output remained on-brand and emotionally driven, translating product design into feeling and movement
Deliverables:
Hero content piece
Hero and product stills
Social-first visual assets
Campaign copy and messaging
