The Deerupt Experience

Role: Art Direction, Design

For two days, adidas Originals challenged perceptions of reality in a Los Angeles pop-up art and culture installation to celebrate the launch of the Deerupt.

Installation artists transformed grid structures into altered physical and interactive forms that guests could see, touch and experience.

As the agency's Designer and Art Director, my responsibility was to create consumer touchpoints through wayfinding, branding, and takeaways, as well as curate the welcome experience by designing and executing the first two immersive rooms. Additionally, I directed a photo and video capture team and led a VIP walk-through for brand partners, including Rich the Kid and Patrick Mahomes.

Agency: Roundhouse
Photographers: Matt Lawrence  Lance Skundrich
Videographer: Corey Rood
Experiential/performance partner: Vita Motus