adidas spring jackets — stephen paff

PROJECT OVERVIEW
The goal was to create an exciting spring product story that showed how our jackets could help our consumer transition from late winter to spring– quickly communicating the seasonality and how our products solve consumer needs through layering. The focus was on being outside, not necessarily hiking, but moving from one place to another. House to work to gym to the outdoors to the bar, we have the products to help you transition environments.

CREATIVE DIRECTION
Outdoor capture in a setting that transitions between metro and natural– giving us the ability to highlight the transitional nature of the product and its versatility, while also providing a visual allusion to the changing of the seasons through varying environments. The use of lens prisms and motion blur was also a key element within this direction. Not only did this supply another layer of visual metaphor to transition, but it also provided an abstract clear-space for copy within each composition.

CREATIVE TEAM

photographer: Everett Bouwer
sr. art director: Bernadette Little
sr. designer: Stephen Paff
designer: Benj Zeller
sr. producer: Chelsea Noonan
sr. pm: Brandon Crowston
copywriter: Yousef Hatlani

wardrobe stylist: Maki Katsumoto
hair & makeup: Annah Yevelenko
production partners: Resin
resin producer: Jennifer Segerholt
resin pm: Maddie Meyers
resin production coordinator: Christina Thompson

talent #1: Robdu Hailu
talent #2: Amir Muhammad
location: Cathedral City Park, PDX

CAPTURE HIGHLIGHTS

KEY VISUALS
Below are some examples of the key visuals I developed for each look. Executions included onsite, email, and app content. Using macro & micro details from the shoot’s environment paired with our primary capture, I produced a modular system that used visual comparison/juxtaposition to further emphasize the “transitional” theme of the shoot while supporting the messaging set by our copywriter.