ADIDAS UNDERWEAR — SS23 / SS24 / SS25
Three seasons balancing the creative and commercial requirements of licensing partner Delta Galil, adidas Originals, adidas Sportswear and the wider adidas brand.
CAMPAIGN SS25
Three seasons balancing the creative and commercial requirements of licensing partner Delta Galil, adidas Originals, adidas Sportswear and the wider adidas brand.
CAMPAIGN SS25
Lead Creative — Concept & Art Direction
THE ASK
THE ASK
Establish adidas Underwear as a credible, premium brand across sport, lifestyle and culture.
THE SOLUTION
The Real You. Strip everything back and the focus sharpens on what matters — the product, the person, the details that shape their story. Shot in a minimal studio, we cast for originality over demographics; people whose subcultural interests and individuality speak for themselves. Intimate, considered and quietly powerful.
PHOTOGRAPHER/DIRECTOR: ZACH APOTSANG
HMU: HELGA BURILL
DIGITAL | IN-STORE | SOCIAL | FILM
HMU: HELGA BURILL
DIGITAL | IN-STORE | SOCIAL | FILM
CAMPAIGN SS24
Lead Creative — Concept & Art Direction
THE ASK
Champion self-expression through adidas Underwear across Originals and Sportswear.
THE SOLUTION
Building on Move Freely, we pushed the two worlds further apart — in the best way. Originals stayed intimate and style-led, unbound and honest. Sportswear leaned harder into an active, on-the-go energy — unapologetic, spontaneous, always ready for whatever's next.
PHOTOGRAPHER/DIRECTOR: RICARDO SIMAL
VIDEOGRAPHER: ROSS HILLIER
STYLIST/SET DESIGNER: CHLOE ANDREA WELGEMOED
DIGITAL | IN-STORE | SOCIAL | FILM
LAUNCH CAMPAIGN SS23
Lead Creative — Concept & Art Direction
THE ASK
Introduce adidas intimate apparel across Sportswear and Originals — building credibility and connecting with Gen Z through an emotional, inclusive platform.
THE ASK
Introduce adidas intimate apparel across Sportswear and Originals — building credibility and connecting with Gen Z through an emotional, inclusive platform.
THE SOLUTION
Move Freely. We stripped it back, literally. Originals captured intimate, unscripted moments at home and off-guard. Sportswear flipped it outward — spontaneous, active, always in motion. Diverse casting, no airbrushing. Underwear that actually had something to say. The first of four seasons — and the beginning of a client relationship we built together.
PHOTOGRAPHER/DIRECTOR: FRANCOIS VISSER
VIDEOGRAPHER: ROSS HILLIER
STYLIST/SET DESIGNER: CHLOE ANDREA WELGEMOED
HAIR: MARY GOUVEIA
MAKE-UP: ALET VILIJOENL
MUSIC COMP: YOUTH MODE
DIGITAL | IN-STORE | SOCIAL | FILM
VIDEOGRAPHER: ROSS HILLIER
STYLIST/SET DESIGNER: CHLOE ANDREA WELGEMOED
HAIR: MARY GOUVEIA
MAKE-UP: ALET VILIJOENL
MUSIC COMP: YOUTH MODE
DIGITAL | IN-STORE | SOCIAL | FILM