FW19 saw adidas introduce a new jacket franchise. Created with outdoor tech and designed for the city, MYSHELTER is made for the urban creator, less about getting from A to B and more about moving through the city from A to Z, whatever the conditions.

 As Snr Writer, I was responsible for developing the campaign narrative and Hero Film to launch the new franchise. As a team, we were keen to create a global campaign that celebrated creators in key cities defiantly getting on with their day, despite the atrocious conditions. We dialled this idea up in our hero film, with Musician, Jimothy Lacoste repping London, and New York based artist, Odalys, bantering back and forth about how the weather was so much worse where they were.

 As we wanted all campaign messaging from .com to retail to echo the atmosphere of the hero film, I created a global copy playbook, the contents of which went on to be used in both retail and out of home in markets around the globe.

 In addition to shooting our hero film in New York and London, we also shot Liverpool footballer Roberto Firmino in his adopted hometown in the MYSHELTER Rain Jacket. The content went live just prior to launch, with Firmino running our creative on his social accounts.

 From start to finish, a fantastic job to be part of. I even got a brief cameo in the hero film, playing the weatherman on the radio in the opening scene.