adidas Holiday 2023
Role: Creative Direction, Strategy, Art Direction, Design DirectionDirecting a large, multi-disciplinary team, I led the concept, capture, and execution of photo and video assets for adidas's biggest commercial moment of the year.
The creative was vibrant and joyful, showcasing high-profile adidas athletes and their families. To engage the Gen-Z consumer, we incorporated current styling trends in hair, makeup, and nails, while also reflecting contemporary language in our headlines and copy.
![](https://freight.cargo.site/t/original/i/083145c6e527696c9d90abf4322102f94dedc67a1922dbd93435ae8ebeb60304/Tate_website_Main_carousel_Jalen_Green_2.jpg)
![](https://freight.cargo.site/t/original/i/b18da1edf1b8b9b8dda07a9e4fe7706714735664812d6dcf9cda13240e5a5e5a/Tate_website_Main_carousel_Aaron_Jones_2.jpg)
![](https://freight.cargo.site/t/original/i/8d74a9606452778290261ab9ac88c898ebe61785b48f14ad0fdbb022cd404251/Tate_website_Main_carousel_FTW_2.jpg)
![](https://freight.cargo.site/t/original/i/fa54df779f176b68c16b2d463518ea5c440aa87d42f9de1c343f2fa2d2113050/Tate_website_Main_carousel_FTW_1.jpg)
![](https://freight.cargo.site/t/original/i/579078e1c8eb9405927b815a00fb4cd9819bf83f6bb26105e844d152bbc7e160/Tate_website_Main_carousel_Aaron_animated_2.gif)
![](https://freight.cargo.site/t/original/i/8d76230f11856ca35e6eed41ab5801353c31d9c5811e2ca7af485e92b52b0f13/Tate_website_Main_carousel_Jalen_animated_2.gif)
![](https://freight.cargo.site/t/original/i/271cdbf40d3cb2e7287f8c3c92e1603d795d172b2c3664fb77f2c71e35b2d20f/Tate_website_Main_carousel_Chiney_Nneka_1.jpg)
We developed a variety of social motion content to offer multiple storytelling touchpoints and combat consumer fatigue throughout the 3-month campaign.
Our creative work took over the adidas website and retail displays, and also reaching millions of consumers through Performance Marketing, social media, and PR outreach.
![](https://freight.cargo.site/t/original/i/1bf08515bd67c3736902616d0caf6320b88330381ef946c5a5307ac92a8cafff/Screenshot-2023-12-01-at-8.00.16-PM.png)
![](https://freight.cargo.site/t/original/i/5749cf5c6c30263371eda8f53e37866cc019bc00f785a45709b03a5d4d4bba2c/promo-fw23-blackfriday-us-crm.gif)
![](https://freight.cargo.site/t/original/i/52649ed2eba2654531f8d268183bedeaa764be1d9d5ed2abe4bdd36285f21290/promo-fw23-cybermonday-product-70-can-crm-stack-01.gif)
![](https://freight.cargo.site/t/original/i/55b34a514c7d9fe59e6244b917448b517554d59f9f817dd703e07380074ad53e/Screenshot_7-3-2024_142834_www.adidas.com.jpeg)
![](https://freight.cargo.site/t/original/i/6e87ea750033564bef4c14078e3cc32e69735b5cd229de9fd63693359f43eea3/Season-Starters-Teaser-Carousel.png)
![](https://freight.cargo.site/t/original/i/fc03a79f6bf268edfc640054566500b8e84fe990816aee49cb58a8b6bd0bfbd8/Screen-Shot-2023-11-07-at-4.23.07-PM.png)
![](https://freight.cargo.site/t/original/i/9e353c23b43909f81cdc3e56bd3e977b35f04f768ba9f1bf402688efef66ad99/Screenshot-2023-11-14-at-1.27.08-PM.png)
The creative stood out in the noisy commercial landscape and performed well with consumers.
![](https://freight.cargo.site/t/original/i/9b0c2b0bd3abbb7255dcbe61a523da4f2697e1a0ea4809285347f9f6df1f973d/XCAT_FW23_HC200_HOLIDAY_OCT_SETS_SCENE07_W_02185.jpg)
![](https://freight.cargo.site/t/original/i/2e7000d243d2a5920faa511cbacd867365b6992f1d3061cbbba2b432713a3b3b/XCAT_FW23_HC200_HOLIDAY_SCENE01_AARONJONES_M_0161.jpg)
![](https://freight.cargo.site/t/original/i/7cd632a19bb51e98a05c49fac950ae3257d9a2d4a7ed7927ce629329c1316c19/XCAT_FW23_HC200_HOLIDAY_NOV_COZY_SCENE01_M_03628.jpg)
![](https://freight.cargo.site/t/original/i/e72ede2c43fa1020739b879f0ee49da3067dada66a5002f6bd95443167249c86/XCAT_FW23_HC200_HOLIDAY_OCT_FLEECE_SCENE04_K_07877.jpg)
![](https://freight.cargo.site/t/original/i/f3e363652771aee384376ee47e80e3f2ae2d847168335c23ff92bd8f1a415987/XCAT_FW23_HC200_HOLIDAY_SCENE01_AARONJONES_M_0208.jpg)
![](https://freight.cargo.site/t/original/i/90e27ef52d2e19d9d06adf088e8c12f476c651bd470cb77cc7d03464f3987b93/XCAT_FW23_HC200_HOLIDAY_SALE_BF_SCENE05_0654.jpg)
![](https://freight.cargo.site/t/original/i/281f841f1776752c4e98a5df933282325fd9d9f5857a498ff1431fa715ae12f3/XCAT_FW23_HC200_HOLIDAY_OCT_SETS_SCENE08_W_02310.jpg)
![](https://freight.cargo.site/t/original/i/fe75fafd8a639952156860bf75dd6a5f490331423d03324cf19f7267bb40b5bc/XCAT_FW23_HC200_HOLIDAY_NOV_COZY_SCENE05_G_05203.jpg)
![](https://freight.cargo.site/t/original/i/ef08381728a026ff9a9201e1b1170c9420b51b597e2bb509960c97cfc4b93733/XCAT_FW23_HC200_HOLIDAY_OCT_SHOES_SCENE01_W_OFF_MODEL_1699.jpg)
![](https://freight.cargo.site/t/original/i/6c51782d5967b93445ce1c885d184faa99677a85d0c519a4102fd616a50ce659/XCAT_FW23_HC200_HOLIDAY_SCENE05_JALEN_GREEN_1300.jpg)
![](https://freight.cargo.site/t/original/i/1218e24b41e07d7e37aff58f7d1a37190f3b5539da7dbae93cdce08d2e45aeaa/XCAT_FW23_HC200_HOLIDAY_SCENE12_NNEKA_OGWUMIKE_2558.jpg)
![](https://freight.cargo.site/t/original/i/2cef9a2a00e0aeda835c47982742ff0e7bd08aec9c85a7f6a07a78565c8d391b/XCAT_FW23_HC200_HOLIDAY_MESSI_MFMY_01876.jpg)
![](https://freight.cargo.site/t/original/i/799c202c6e280ced19df55bfa5cee4c706f0b5e198e9895d419d73839828a7de/XCAT_FW23_HC200_HOLIDAY_SCENE13_NNEKA_AND_CHINEY_OGWUMIKE_2393.jpg)
![](https://freight.cargo.site/t/original/i/8df5739ba04e0ace3c95548ad9bf72882d50491da6a4b6fb501c051c24dfba66/XCAT_FW23_HC200_HOLIDAY_OCT_SHOES_SCENE01_W_OFF_MODEL_1567.jpg)
![](https://freight.cargo.site/t/original/i/53d49ccca6a2e9eed7ca799ca8ac0ce6288348ad0877f73dab865c674fa35501/XCAT_FW23_HC200_HOLIDAY_SCENE08_JALEN_GREEN_BREE_GREEN_JURNEE_GREEN_1717.jpg)
Photographer: Grace Rivera, Jenna Saint Martin, Zach Ancell
DP: Jeredon O’Conner
Art Department: Jade Harris
Production Partner: Mesa Lange Productions
Stylists: Kyle Kagamida, Maki Katsumoto, Marcus Fischer
Agency: adidas, Studio A PDX
Art Direction/Design: Elisa Cox, Ryan Schroeder, Chris Barnes, Bernadette Little, Sara Schumacher, Stephen Paff, Eli Claudillo, Katie Beasley
Copy: Zoe Ward, Yousef Hatlani, Allison Graaff
Project Manager: Morgen Lennox
Art Direction/Design: Elisa Cox, Ryan Schroeder, Chris Barnes, Bernadette Little, Sara Schumacher, Stephen Paff, Eli Claudillo, Katie Beasley
Copy: Zoe Ward, Yousef Hatlani, Allison Graaff
Project Manager: Morgen Lennox