collective power
ROLE: ART DIRECTOR
Undermined. Underrepresented. Underestimated. Underrated. Yet still standing strong. Women are the world's most powerful force to be reckoned with—individually, of course, but even more so collectively. The power is in the togetherness. The sum of our strength and energy alone makes for a truly powerful combination.
BRIEF
We were asked to create an adidas DTC campaign for the new Collective Power pack designed for the women who are living the adidas brand priorities of inclusivity, sustainability and credibility. We believe in building a community of powerful women who are unafraid of breaking the bias.
With inclusivity at its core, we needed to speak to the Gen-Z audience across running, training, sportswear and adidas Originals categories. The models in this campaign needed to reflect the collection’s inclusive values.
We casted four inspiring talents who have positively impacted their communities through sport and culture to lead the campaign. Our four hero talent were accompanied by their inner circle – two to three teammates, friends, or community members to appear next to them.
We captured each main talent standing on their own platforms, honing in on their concentration, determination and precision through repetitive movements that were associated with their particular power. Each talent’s respective inner circle performed synchronised singular movements alongside them, creating a rhythmic performance piece.
COLLECTIVE POWER
COLLECTIVE POWER
Creative Director: Nadege DeCastro | Creative Lead: Ana-Rita Sousa
Art Director: Etoro Umoren | Copywriter: India-Jewel Jackson
Photographer: Ashley Armitage | Videographer: Madeline Leach