STITCH

ROLE: ART DIRECTOR

adidas and Disney teamed together to create a collection for one of the most loved Disney characters, Stitch! This DTC adidas Originals exclusive summer campaign captures the essence of Stitch, a troublemaking alien with a big heart that shows us the meaning of family and that it's okay to be different. We were inspired by Stitch's unapologetic self-expression and wanted to hero a campaign around being fearlessly in touch with our emotions, unafraid to show them.

the Concept

Stitch's emotionality is what makes him so relatable, so we leveraged familiar Stitch faces and mirrored them with our humans. It's wasn’t about imitating Stitch or using him like a face filter but about using Stitch as an inspiration to live a full and authentic life. We are staying true to ourselves and expressing our emotions.

For the different emotions, we have taken inspiration from Stitches various expressions as a starting point and had our talent give their own interpretation. With this, we have created a library of different emotions from extreme joy to pouty sadness—touching on the many different sides of our talent and their muse Stitch. 

For the art direction approach, we have strayed away from strict layouts and opted for a loose collage approach. This gave us the ability to showcase different expressions in a single asset and created flexibility when designing for the various .com touchpoints.

Matching the exploration and playfulness of our talent, the collages we’ve created combine multiple images and work with exaggerated scale and kooky compositions. Each look and footwear has its own collage and heroes both self-expression of our talent and the boldness of the product. ​

For the background we worked with an artist to create blurred backgrounds reminiscent of the tropical and colorful landscape of Hawaii, where the Lilo and Stitch film takes place.

Creative Director: Carolina Cwiklinska | Creative Lead: Connie Bilogan
Art Director: Etoro Umoren | Copywriter: Nour Awad
Photographer: Boris Slutters | Videographers: That’s What She Set