adidas originals
branded content highsnobiety
In 2023, adidas Originals approached us to help relaunch their Originals category. I developed a creative concept inspired by athlete highlight reels, which evolved into a content program called "Hometown Heroes." This program spotlighted true originals from LA to NY who have carried their communities' legacies and turned them into creative expression. We brought this to life with short-form videos, a photo campaign, OOH placements in both cities and two experiential activations celebrating our four featured talents in their hometowns. We even created bespoke newspapers with custom boxes across both cities. Photo and video work was capture by creative collective Onlunchbreak.
