Brand Direction
ADIDAS Performance 23
In 2022 I led the Portland branch of Adidas Global Brand Design to execute a bold new creative direction for the newly defined Adidas Performance label.
Impossible is nothing
These are excerpts from an interactive creative direction site my team created with the help of Portland creative agency, dotdotdash. For the full experience, visit impossibleisnothing.co
(hint: there’s really no password, just hit enter!)
ADIDAS - Can’t
Director, Co-Writer
In bringing Impossible Is Nothing back to life we collaborated with the team at Opinionated on how to reframe it for today. This script was born from that collaboration and the insight that everything is impossible until it isn’t.
The Original Impossible
The original “Can’t” film was reworked into a spot that aired during Superbowl LVII, in which Patrick Mahomes led the Chiefs to victory.
Brand Direction Modules
Director, Motion Designer
Along with our annual Brand Direction Document, for 2019 we saw a need to distill key information into shorter, more quickly digestible nodes of information. Breaking the overall direction into its component parts, we created guidance vignettes that all hung together with the visual adhesion of clean motion design and could be viewed all together as a masterclass on adidas brand direction or picked ala carte, depending on one’s needs.
Throughout my tenure with Adidas Global Brand Design I have had the good fortune to work with amazing and talented people to help shape the look, tone, and feel of the brand. Below is a body of work that showcases that thought leadership. Each of these pieces was an anthem for the brand to rally behind and set the benchmark for work moving forward. I directed all of them and had a strong role in the conceptualization and writing that went into each.
Throughout my tenure with Adidas Global Brand Design I have had the good fortune to work with amazing and talented people to help shape the look, tone, and feel of the brand. Below is a body of work that showcases that thought leadership. Each of these pieces was an anthem for the brand to rally behind and set the benchmark for work moving forward. I directed all of them and had a strong role in the conceptualization and writing that went into each.
Throughout my tenure with Adidas Global Brand Design I have had the good fortune to work with amazing and talented people to help shape the look, tone, and feel of the brand. Below is a body of work that showcases that thought leadership. Each of these pieces was an anthem for the brand to rally behind and set the benchmark for work moving forward. I directed all of them and had a strong role in the conceptualization and writing that went into each.
Impossible Dream
Director, Editor
Adidas was in the throes of some deep soul searching. Years of trying to connect with our audience in new ways and communicate what we were all about led to too many variables and a diluted message that left consumers unsure of our purpose. We inevitably returned to our roots and resurrected an old Adidas truism - Impossible Is Nothing. We stripped down this mantra to its essential essence and realized that it is a timeless mindset that any athlete, any artist, anybody can adopt. Impossible is a construct in your mind; you can either give it credence or you can realize it is nothing and prove it wrong. That is what adidas is all about.
Adidas Brand Direction 2020 Film
Director, Editor, Motion Designer
This piece was created to articulate the energy, attitude, and vibe of Adidas Creative Direction for 2021. For this year our aim was to lean away from the more strict and rigid guidelines of previous years and put a stronger emphasis on process, exploration, and play through the lens of Rebellious Optimism.
Rebellious Optimism
Director, Motion Designer, Co-Writer
Through juxtaposition and visual metaphor we explore and articulate the attitude of Adidas - a courageous attitude that guides us to keep pushing, growing, changing - despite failures, no matter the odds, always moving forward. I was a part of the collective that conceived of the concept of Rebellious Optimism and helped to define it as the brand attitude.
Rise of Creator Culture
Director
We needed a statement piece for our 2019 brand creative direction, something that captured the bourgeoning spirit of the times and reflected our optimistic attitude and creative playfulness. Ours was a mentality of momentum over perfection, work with what you have, and let the process lead to unexpected supernovas of creativity. We teamed up with the animation experts at Roger to help us develop an energetic style with a handmade, remixed feel that was born out of our visual expression. Accompanying score and sound design by the masterful Diego Stocco took samples from homemade instrumentation and custom foley and blended the sounds of sport with an imaginative flow that leads the viewer on a journey.
