adidasClient: adidas Original + adidas Basketball
Agency: Johannes Leonardo
It all began with an outreach to cover a freelance job for a sports campaign. It grew from there, turning the idea of a basketball paradise into a full franchise. Giving a new style and grit to the three stripes hoopers of the world.
For the Originals rebrand, we wanted to do the same - Pay homage to the thousands of athletes and icons over the years who gave their style.
adidas Basketball - Remember the Why CH.01 & CH. 02
CH. 01 was adidas Basketball first reset in the Gen Z age, Post-Ye and in the shadow of #AirMax day. The brief was simple, yet hard - dethrone the number one in the category by playing our own game. Looking to capture the pure joy of Hooping - Remember The Why - tells the tale of a super star player being reminded of what it felt like when they first picked up a ball.
CH.02 sustain campaign was a continuation of the successful brand reset . We built the creative off the strategic idea of remembering the why of hooping; the joy of just playing.
Challenges: Product stuck in HQ in another state, lost one location the day before the shoot, photographer didn’t have a camera when they arrived to set.
Harden Vol. 7 - Work In Progress
A look into the constant never ending improvement in the gym, always innovating and building towards the next. Shot on a cloudy weekend in his barn outside of Philly. We captured James Harden’s 7th shoe release campaign - stills, motion and a new interview series with the shoe designer - within our 5 hour shoot window. I lead the team from creative development, partnering closely with brand marketing and sports marketing, to ensure best-class creative for one of their biggest sports partners.
Challenges: not mentioning old tropes like “the beard” and an ever-changing goalpost - meeting production timelines within the NBA season and the global drop.
adidas Originals - Global Rebrand samba /// superstar /// gazelle
