Challenge
As part of a multidisciplinary team in the Creative Project Management Program (CPMP), we were tasked with responding to a media brief to develop a novel and evergreen in-store activation for the iconic Adidas Superstar and Adidas Forum shoes, both deeply rooted in “basketball DNA”.
Solution
We originated two concepts in response to this opportunity:
CONCEPT 1: SHOW YOUR SOLE
CONCEPT 2: ERAS (AI CAMPAIGN)
The AI campaign, incepted in October 2022, was the first of its kind, preceding its widespread prevalence and significant impact on the current job market and corporate landscape.
Results
60%
PROJECTED INCREASE IN CUSTOMER RETENTION
47
MOCK-UPS AND ASSETS DEVELOPED
700%
ROI BASED ON MARKET PROJECTIONS
8
STAKEHOLDERS FEEDBACK INCORPORATED
Concept Ideation
Our ideas were twofold. Our first was "Show Your Sole"; intended to highlight the individuality of an Adidas shoe and what steps a person can take while wearing them, and where they would go. We incorporated an interactive installation for in-store and street appeal.
The second was "Eras", an AI generated campaign using the newest AI on the market- Stable Diffusion.
I was responsible for the creative direction and development of a branding strategy for various campaign assets, including but not limited to the color palette, moodboard, out-of-home (OOH) and digital ads, product packaging, in-store decals, stickers, and experiential in-store materials. I ensured the seamless integration of experiential marketing elements, leveraging visual aesthetics and immersive experiences to enhance brand presence and captivate consumers.
Strategic Planning
Over the course of four dynamic weekends, I was responsible for ensuring that all team members completed their assigned tasks and research. Balancing a tight deadline with productivity and scheduled rest time was critical. Additionally, I oversaw quality control, refining and finalizing two slideshows to ensure consistency and comprehensiveness for our presentation to the final Adidas judging panel.
