PROJECT OVERVIEW
At the beginning of the SS23 season my team and I developed a comprehensive playbook for our brand’s NMD franchise. This guide served as a north star for the franchise’s identity moving forward, establishing a graphic system as well as photo guidance. We then had the opportunity to leverage that playbook for a photoshoot later that year. This was a footwear focused creative exercise that was to be leaned on throughout the SS23 season and 2023 calendar year, supporting our key articles in core colorways. However, there was also an emphasized styling component to the shoot, with the goal being to style our core NMD articles with adidas Originals basics and accessories to pull together key looks that represent the NMD consumer and persona.

MY ROLE
+ Setting both photo and graphic direction for the entirety of the campaign. 
+ Casting talent and scouting locations.
+ Working with our stylist to ensure our product needs are represented.
+ Creating detailed shot-lists that corresponded to our final deliverables.
+ Directing photography on-set along side Bernadette Little.
+ Final execution of photo-implementation into digital content for adidas.com, adidas app, and CRM (email).

CREATIVE DIRECTION
THE CONCEPT: “Playground”–using industrial/city-scape locations throughout the Portland metro area to highlight playful/exploratory interactions with the environment as if the city were a playground.

Overall we focused on capturing from unique perspectives framed by architectural details. We posed models in playful, energetic scenarios in order to showcase those genuine moments of exploration within the environment in a unique and dynamic way. We used in-camera motion blur selectively in order to emphasize movement and reinforce the gritty run-and-gun aesthetic the NMD franchise embodies. Our approach to post-production worked to compliment this style by adopting a more graphic, zine-style for the various components/placements we had to build. Using bold typography combined with subtle iconography, we designed a graphic system that could be easily adaptable to the various placements we had to produce content for (Onsite, email, app, paid media) resulting in a system that is both functional and uniquely NMD.

photographer: Zach Lewis
sr. art director: Bernadette Little
sr. designer: Stephen Paff
sr. producer: Chelsea Noonan
sr. pm: Brandon Crowston

wardrobe stylist: Kevin Smith-D’aguir
hair & makeup: Kimberly Briggs
production design: Angela Smith
production partners: Revery
revery producer: Max Solomon

copywriter: Brandon Brown
adult talent #1: Nalani Frank
adult talent #2: Elijah Evans
kids talent: Ian M.