ROLE: CAMPAIGN ART + CREATIVE DIRECTION / DESIGN / MOTION
STAN SMITH SS23 STYLED WITH BLUE VERSION
This global digital campaign utilises the iconic simplicity of Stan Smith, to hack the elite for a new, more inclusive era of luxury fashion.
The cross-franchise collaboration supports the reimagined Stan Smith release for Spring Summer 2023 and marks the first time Adidas talks about the repositioning of Stan Smith franchise towards a more fashion-forward space.
I concepted, art directed and designed the campaign creative including masters’ rollout and development of a digital toolkit.
The campaign was featured globally across key DTC touchpoints like dotCOM, App, CRM and social platforms.
campaign sizzle reel
SUPPLIED ASSETS
Campaign film & environmental, head-to-toe, and product detail photography + 3D shoe renders
PROJECT BRIEF
Modular campaign creative and messaging across all digital and retail touchpoints + Global Digital Toolkit to inform campaign art direction across markets globally.
Elevate and “premiumize” Stan Smith to gain its recognition as a go-to shoe to style with any fashion pieces, and collections in a symbiotic relationship, giving other franchises the reach that Stan has.
CONCEPT IDEA
With the use of imagery from the recent photoshoot, the aim was to come up with a visual concept conveying “Book into the Stan Smith Hotel” aesthetics and design a solution functional across digital and retail touchpoints.
The final creative and visual direction builds on in-the-moment analog-like backstage snapshots from fashion story editorial, and embraces a minimalistic layout resembling a fashion magazine spread, hero-ing the Stan Smith shoe, as well as stylist-choice fits from the lookbook.
Designs were both static and animated, and had to consider component safe zones and image cropping. Each component had versions of male, female, dual and kids creative and device size variation for desktop, tablet and mobile.
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CAMPAIGN PHASE 01 - LAUNCH
The launch phase kick-started the story of SS+BV cross-franchise collaboration, highlighting reimagined Stan Smith as an icon of understated confidence, being a perfect pair to go with BV premium collection, or possibly any other fashion piece.
We delivered over 200 deliverables across dotCOM, App, CRM, Paid Social, Display, and Google.
Creative is inspired by fashion magazine spread, playing nods to all refashion bibles out there, reimagining the classical page turning through elevator-like sliding, looping head-to-toe key styles and product-focused snaps.
concept development
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final creative
CAMPAIGN PHASE 02 - SUSTAIN
The second phase of the campaign was to focus on FTW, ‘premiumise’, and elevate the Stan Smith shoe while repurposing the campaign imagery, and new 3D shoe scene renders.
Articles' digital copies appeared very unrealistic, and the two sets of imagery felt a bit disconnected in colour grading, and brightness, as they were created by two different teams, and frankly, two different technologies. It felt crucial to balance the renders out with real-life shoe imagery.
The solution was to crop the shoe, pull it out of the background and place it into the foreground, on top of the marble surface, and bring it alive with elevated upward swiping movement.
concept development
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final creative
