Main character energy is everywhere. TikTok, Instagram, Snapchat.

Representative of Gen Z’s more authentic portrayal of life through social media, the trend is all about celebrating little scenarios or moments in the day where we step out, fully unfiltered and 100% unapologetic for being who we are.

As likely to go viral for sheer relatability as the general tone of self-mockery and humour, when tasked with launching the latest adicolor drop - the everyday icon of adidas Originals - a creative wrapper that leant into the idea of main character energy struck an unmistakably adidas tone and spoke to the core positioning of the collection.

Much of what makes this trend so popular was the captions that accompanied the posts. So we knew our treatment not only needed to look great but also speak in the language of our audience.

Initially cover as Creative Lead through the ideation process, I stayed on for this one as Lead Writer for the remainder of the project. In addition to ideating the scenarios we wanted to create, I created all campaign messaging and a copy bible for the campaign so local markets could dip in and out of character while retaining the commercial requirements of the campaign messaging:

When everyone’s talking at you, but you can’t hear a single word they’re saying because you’re thinking about how cute you look in your new adicolor. Get the look now. 

The campaign went live globally across .com in SS23.