adidas For the Mountains FW21

What unites Olympic medals, ocean activism and groundbreaking product design?

That was the ask when working on this FW21 campaign to launch adidas’ most sustainable outdoor jacket yet. Insulated with 100% recycled plastic – containing 40% Parley Ocean Plastic, we created a global campaign that educated consumers on the innovation behind the jacket, while also framing the urgency of the plastic waste problem in a way that inspires, rather than paralyses.

ROLE: Art Director
AGENCY: Studio A
CLIENT: adidas Outdoor

Hero Film

Featuring Olympic legend Mikaela Shiffrin, and Ndyebo Mapekula, captain of adidas’ SA running team, our campaign celebrates change makers – those who see something never done before as an opportunity, not an obstacle.

Feat. Mikaela Shiffrin & Ndyebo Mapekula

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Product & Innovation

Working alongside The Panics, an Amsterdam-based production company, we created compelling content to explain the innovation behind the jacket. This narrative thread, woven throughout the campaign, demanded an in-depth exploration of the production process to seamlessly integrate new steps into adidas' sustainability loop.

Innovation Film

Product Features

Using CGI, we showcased the products against recreated fall / winter environments to highlight the versatility and adaptability of the jackets without travelling to multiple locations.

Graphical layout system

The clean, bright design, along with the background pattern inspired by the Terrex stitch in the jackets, ensured visual cohesion. We established a clear visual hierarchy for brand logos, partners, messaging, and other graphic elements, including the updated sustainability loop.

Retail

Team

Creative Director: Wilf Eddings

Creative Lead & Copywriter:  Arran Jolly

Senior Art Director:  Oscar Asmoarp

Producers:  Neil Henry & Jess Reynolds 

Project Management: Magdalena Piechal

Production Partner: The Panics

3D Director: Jake Noakes

EU Photographer: Theo Acworth

SA Photographer: Tyrone Bradley

Toolkit Partner: Oliver

©   2024   Jessica Walker