Paolina russo

It’s not every day that you get to work directly with generational fashion designing talent. But for this brief the ask was to collaborate directly with award winning designer, Paolina Russo, to promote her upcoming adidas collabo collection. Taking her 90s suburban upbringing and putting it through a rose-tinted nostalgic lens, Paolina creates pieces that are straight off the walkways of haute couture.

As Creative Lead on this campaign, an Art Director and myself collaborated directly with Paolina to create a campaign that would do such visually striking pieces justice. Running exclusively across social and .com, we wanted a campaign that would stop scrollers dead in their tracks.

Inspired by her sporty upbringing in suburban Canada, our simple set design leant into childhood memories of being outside under big skies, while the minimal set dressing was inspired by half remembered PE lessons.

Rounding off the 90/00s trip, our short motion piece, created for Instagram, showcases the outfits in the style of an early ipod menu.

Paolina, and her boyfriend, the hugely talented Glaswegian filmmaker, Aidan Zamiri, who shot the campaign, were a fantastic duo to work with. The campaign ran globally across social and .com for adidas in late 2021 and featured in numerous digital publications upon release.