Client: adidas Originals · Year: 2025 · Industry: Fashion

Role: Creative Direction, Art Direction

(The idea)

The Originals puts the brand’s heritage pieces back where they belong: front and center, shot with attitude. Track tops, three stripes and Superstars aren’t treated as nostalgia, but as the reason the brand is iconic in the first place.

(My role)

I led creative development for the campaign: the concept, the look and feel, and the cross-platform rollout. I worked with design and production teams to build the campaign visuals and a rotating title system.

(Hero visual)

One face, one track top, nothing else. A hard white backdrop and windswept hair turn a simple portrait into a statement. The three stripes on the sleeves become graphic lines that frame the headline.

(The title system)

One layout, rotating titles. The headline always reads “THE” on the first line, with a second word stepped in below it, so the same image can carry a different message:

• THE ORIGINALS: the heritage line

• THE CLASSICS: the same frame, retitled for Superstars and track pants

• THE BOLD.CHIC: the fashion-forward edge

(The color break)

THE BOLD.CHIC breaks the black-and-white world on purpose. Platinum hair, red frames, red lips and a red light leak against black shift the campaign from heritage to high fashion without losing the stripes.

(Visual system)

High-contrast black and white, with red used only to break the pattern. Movement comes from the hair, never from the product. Oversized grotesk type in warm off-white sits across the body and overlaps the model. The trefoil or performance logo stays small and on the garment.