For this EU key market campaign, the brief was to speak directly to consumers in Paris while presenting a range of products from Running, Football and Originals. As three of the biggest brands within the brand of adidas, the creative task was to find a concept in which products from these three distinct parts of adidas could be shown next to each other, but also in the context they were intended for.

As Snr Writer I developed an idea around how the rules of the city change at night. After the chaos of the day subsides, creators emerge and repurpose the city for themselves. Through this wrapper we were able to present the three areas as part of one unified outsider mindset.

 For the shoot, which took place from 1am to 6am across two nights in Paris, I worked alongside a Senior Art Director and Paris based filmmaker, Valentin Petit.

 Specifically aimed at French speakers, during post production I worked with a team of French copywriters to ensure the campaign tagline and social lines I had written were translated in a way that sounded as authentic and Parisian as possible.

 Our hero film was edited into three 15 second stories for Instagram. The campaign received positive feedback from both consumers and internally within the brand. The approach we took here has since been replicated for other adidas key city campaigns.