adidas
The brand with the three stripes has been working with TBWA since 2002 and my first year at the London office saw me take on three big projects for three different divisions.
adidas Sportswear
This was the brand’s first new label in 50 years—and my first campaign for TBWA\London. We needed to go beyond sport and create something that reflected Gen Z’s fluid mix of movement, culture, and self-expression.
With All That You Are, we built a campaign that embraced individuality. Featuring icons like Jenna Ortega and Son Heung-Min, we showed how sport fuels creativity and confidence in everyday life. Rather than focusing on competition, we highlighted self-expression and the many ways people move through the world.
The response was incredible. The campaign became adidas’ second most-watched film ever, with 32 million views. More than a product launch, it was a statement on modern identity—proof that great storytelling, when done right, connects on a global scale.
Speed Pays
To launch the new X Crazyfast boot, we created Speed Pays, an immersive activation that turned speed into currency. We transformed Brick Lane Yard into an interactive arena where over 500 attendees—including influencers, youth footballers, and adiClub members—competed in high-performance challenges: a 25m sprint against a digital avatar, a dribbling course with illuminated slaloms, and a reaction test using pressure-sensitive pads. Speed and leaderboard rankings unlocked discounts and adidas rewards, merging competition with brand engagement. More than just a product demo, Speed Pays showcased the boots’ performance in a way that felt real, dynamic, and deeply connected to football culture.
Made with an an all-star team from TBWA\London, captained by Her Majesty Lauren Coates (Creative Director).