PROJECT OVERVIEW
Our team was tasked with creating a commercial toolkit to help celebrate Valentine’s Day while featuring our corresponding sportswear collection drop for the holiday. The collection was inspired by the holiday, and more specifically by the topic of self-love. The capsule included specialized apparel pieces as well as several new footwear offerings for the occasion. The campaign as a whole incorporated Men, Women and Kids with the focus on the family shopper. Our subsequent toolkit included photography and design components to satisfy onsite, email, and app placements.

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.
+ Final execution of photo-implementation into digital content for adidas.com, adidas app, and CRM (email).

CREATIVE DIRECTION
THE CONCEPT: “Go Hug Yourself, A Self Love Story”– During a holiday that is often focused on celebrating our relationships with others, it is equally important to acknowledge our relationship with ourselves and celebrate self-love/care. With self-appreciation at its core, our direction showcased our product on-model, in-studio, giving us more control over our environment. For this concept, we focused more on singles than couples (while still covering off dual-gender content in several places). Our setup relied on a draped material to provide a complimentary color backdrop to the product. The idea was to use air flow behind the drapery to create a subtle, billowy environment behind our models that feels organic and fluid, mimicking one’s own embrace. We looked to pose our talent in candid moments of self-celebration (self hugs, face-frames etc.) giving “feelin’ yourself” energy that reflects the overarching concept of self-love. Our approach to styling was “casual” & “authentic,” leaning into creative layering combinations to create more dynamic looks. This was a very straightforward shoot concept in that we were showcasing head-to-toe Valentine’s Day looks that were meant to appeal to a very broad audience. That being said, we felt like it was a strong opportunity to flex some more-creative hair & makeup styles–allowing more personality to shine through without competing with product.

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

wardrobe stylist: Marta King
hair & makeup: Shantel Dix
production design: Angela Smith
production partners: Revery
revery producer: Max Solomon

copywriter: Brandon Brown
adult talent #1: Linus Lamar
adult talent #2: Alyssa Brewer
adult talent #3: Francheska Martinez
kids talent: Izabella Alvarez