Those who
dare to do
What unites Olympic medals, ocean activism and groundbreaking product design?
That was the story we looked to bring together when working on this FW21 campaign to launch adidas’ most sustainable outdoor jacket yet.
Insulated with 100% recycled plastic, we created a global campaign that educated consumers on the innovation behind the jacket, while also framing the urgency of the plastic waste problem in a way that inspires, rather than paralyses. Our campaign hero film featured Olympic legend, Mikaela Shiffrin, along with members of our Parley Run for the Ocean Community in Cape Town. Our narrative looked to celebrate change makers - those who see something never being done before as an opportunity, not an obstacle.
As Creative Lead on this campaign I worked in collaboration with a Senior Art Director to develop the overall campaign concept and hero film. We worked alongside an Amsterdam based Production company, The Panics, to create supplementary video content to explain the innovation in the jacket.
Although there were challenges of shooting this campaign remotely due to Covid, it did provide another first - getting to coach a two-time Olympic gold medalist through a VO I’d written, all over a recorded Zoom call.
The campaign went live on .com, social, in retail and in out of home globally across FW21 and throughout early 2022.
