adidas Father’s Day

Role: Creative Direction, Art Direction, Design, Illustration

With just one aggressive cinch of the laces and an adjustment of the hat, a dad is born. For this Father’s Day campaign, I led a multidisciplinary team to create a gift guide of adidas essentials for dad, featuring footwear and hats.

Our approach centered on three distinct dad personas: the fashion-forward dad, the sporty dad, and the laid-back comfy dad. We curated playful group shots featuring their most desired products, capturing the essence of each persona.

The the result was a clean, simple, premium and product focused execution that employed a modular design system to create variety over many assets and two waves of content (launch and refresh).