Adidas Narrative Direction, Trend Research & Fashion Films
ART DIRECTION, CONCEPTUAL , Research, photography
Shaping Brand Narrative and Ideology: Visualizing NYC Basketball Culture for Adidas Fall '17 Collection
I played a pivotal role in shaping the artistic direction and brand narrative behind the captivating Adidas Fall '17 Collection. Focused on encapsulating the very spirit of basketball culture in the heart of New York City, I harnessed the power of storytelling, imagery, and film to breathe life into our creative vision.
In seamless collaboration with the Adidas Basketball Design team, an exhilarating two-week expedition unfolded across the dynamic landscapes of NYC. This endeavor was dedicated to capturing a spectrum of imagery that resonated authentically with the vivacious basketball culture that pulses through the city's veins.
Steeped in dedication, I delved into comprehensive anthropological research, uncovering invaluable insights into the very DNA of NYC's basketball subculture. Armed with this newfound knowledge, I orchestrated a presentation for the Adidas team, brilliantly weaving our collected films and imagery into a narrative that eloquently conveyed the nuances and intricacies of NYC basketball culture. This presentation proved to be an enlightening bridge that seamlessly connected the creative vision to the intricacies of the city's basketball ethos.
Guided by the banner of one of the world's most esteemed sporting brands, each image we captured was not just a snapshot, but a meticulously sculpted masterpiece brimming with information and inspiration for the design team. The ensuing films stand as a testament to our prowess, elegantly encapsulating the very essence of the collection, taking inspiration from the fierce and unyielding spirit of NYC's basketball "Wolves."
“An ethnographic approach to learning about NYC Basketball.”
–
RESEARCH
TO INFORM DESIGN DECISIONS
Conceptual Commercial for 2017
Father & son talk after basketball practice. Accompanied by images captured.
