adidas HIIT Campaign
Creative Lead for adidas Spring23 HIIT Campaign
Client: adidas Germany
Agency: SayMatt®
Barcelona, March 2023
adidas Capsule Collection for Zalando - Spring 2023 High Intensity Training Campaign
Move, Create & Connect
As part of the SayMatt® team, we were challenged by the client to create a feel-good themed campaign that would inspire young women (aged 16-30) to go outside, train, and have fun in their favourite exclusive adidas pieces.
We wanted to develop creatives that would enhance the positive effects of outdoor training, showcasing the benefits of fresh air, sunlight and nature.
With the developed concept “Move, Create, Connect" we wanted to capture the essence of TikTok generation; turning hesitation to try a high intensity training into a fun routine.
To make it consistent we proposed a real dance crew that wore the latest adidas training gear, showcasing their energy, strength and athleticism through vibrant movements.
The campaign incorporated TikTok-style group choreography for a fun twist. With an upbeat and encouraging tone, we focused on the joy of movement, staying away from any mention of body, weight loss, or shaping.
Within the selected location we played with individual, group, and on-body product shots that combined with dynamic transitions and camera angles landed into assets that transmitted raw attitude & self expression.
My Role
Lead campaign creative execution as per brief, aligning all creative partners to make sure the creative concept is transmitted through visual coherence and the product is showcased as required.
- Creative Concept alignment with Client
- Creative Partners Proposal and selection with Client (H&MU, Styling, Photo, Video)
- Talent Selection with talent Agency and Client
- Location proposal and alignment with client
- Brief and alignment of Creative Partners to campaign's Creative Concept to secure visual coherence required per client
- Coordinate and Direct Photo team over deliverables' expectations
- Secure Styling, MakeUp and Hair alignment to Creative Concept with Creative Partners & Client (Creative Team Debrief)
- Alignment with Production Team to ensure feasibility
- Photoshoot Supervision to secure Creative Concept is met and product is showcased as required
- Postproduction deliverable follow-up: meeting deadlines and asset suit requirements (crops size, weight, and retouch)
- Asset delivery and feedback alignment with client (crops and retouch)
The Team
Creative Direction - Matias Gomez & Fini Marcó
Production - Federica Monge
Ph - Male Sueiro
Talents - Simona, Rachel & Leslie
Video - Ramiro Dre
Styling - Ivi Gonzalez
Hair - Joan Perez
Makeup - Laura Domenech
Prod Asist - Rio Molinengo, Franco Baron