adidas Originals | Home of Classics
Brand Narrative and Creative Lead for adidas originals Home Of Classics Content Capsules
Client: adidas Latin America
Agency: SayMatt®
Herzogenaurach -adidas Global Headquarters-, April 2023
EP04: Forum - Social Cutdown 9:16 for Mexican Market
The Project
During a Media trip to the adidas Archive at the Herzogenaurach Headquarters, the SayMatt team had the challenge to create and develop a full 5 episode project around Home of Classics.
The asset suit consisted of 5 episodes in Long Format versions (3-5 minute long) for Youtube and shorter Social Cutdowns (50 secs) for Instagram, with adapts for 3 different markets 🌎
- Mexico
- Brasil
- Rest of Latin America
A total of 15 audiovisual pieces were delivered in less than a month time window, with a sprint delivery of 3 days for Episode 01.
While the main Latin American sneakers media and partners visited the adidas Archive, we were there capturing relevant content for the creation and edition of the Episode series.
Individual episodes explored from Macro to Micro the role & history of classics in general, deep-diving into key franchises through the lens of:
- Key Partners relevant to each market
- Sandra Trapp - the adidas archivist
- Martin Love - Head of Design for adidas Originals
- George Griffin - Head of Statement Collaborations for adidas Originals
Imagery combined Archive visit experience, interview footage & general adidas Headquarters footage for context.
- EP01: The Classics
- EP02: Superstar
- EP03: Stan Smith
- EP 04: Forum
- EP05: Gazelle
EP02: Superstar - Social Cutdown 9:16 for Mexican Market
EP03: Stan Smith - Social Cutdown 9:16 for Brazilian Market
My Role
- Pre-production
- In charge of research and investigation about the franchises, their stories and key features to be showcased on episodes.
- Developing informative decks for and onboarding Photo & Video teams.
- Ideation of Episodes Content Outline and Structure
- Interview Questions for each Key Spokesperson - On Site
- Supervise Photo & Video Teams during Media visits to the adidas archive and the adidas Headquarters to make sure we were capturing the content needed for the creation of the episodes + client requests.
- Coordinate Interview Moments with Spokespersons
- Live adjustment of Interview questions according to captured material
- Conduct and Direct Interviews to make sure we were capturing the imagery and audio content needed from each Spokesperson, Media Outlet and Partner. - Post-production
- Interview audio transcription
- Scriptwriting for each Long Format episode
- Scriptwriting for each Short Format episode
EP05: Gazelle - Social Cutdown 9:16 for LAM Market
UGC content supported by imagery captured by our Photo & Video Teams
The Team
Creative Direction - Matías Gómez
Brand Narrative and Content Lead - Fini Marcó
AV Team - Santiago Marino, Juan Silva, Jusep Casagualda
Ph - Mafe Spitia