PROJECT OVERVIEW
The primary purpose for this project was to create a comprehensive, digital-first content toolkit that would drive awareness, excitement, and showcase elevated product storytelling to each individual adidas replica football jersey (released FW22.) Every college football season, adidas collaborates with a select few NCAA Division I university partners to unveil new football jerseys – In FW22, we had a total of 10 new jerseys that we brought to market. As such our goal was to produce both photography as well as a graphic system for digital content that showcased each school distinctly and highlighted the key features that made each of the jerseys unique.

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
In order to highlight each individual jersey with minimal environmental distraction and maximum product legibility, we staged our setting in a clean, controllable, in-studio setting. This ensured that we had a modular environment that we could then tailor to each school through ambient background color-gels/lighting. We utilized a set of stadium seats to provide a consistent, football-relevant element for our models to pose on. The idea being that–by taking an authentic element out of the context of football spectatorship and placing it in a studio environment we could elevate the product’s importance and give ourselves an elegant staging point for our model that is authentic to game day.

Our post production and graphic approach leaned into the rich heritage of football that each of these schools have. By utilizing distinct typographic slogans, score-lines reminiscent of the field, and a soft but saturated treatment we established a visual tone for our content that evoked that classic vintage sports nostalgia but still felt fresh and modern.

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

wardrobe stylist: Marta King
hair & makeup: Nica Demaria
propping: Angela Smith
production partners: Revery
revery producer: Max Solomon

copywriter: Yousef Hatlani
talent #1: Kiyo Discroll
talent #2: Taka Horton
studio: Picture This Studios