Client
Role
Industry
Market
Budget
adidas UK
Creative Strategist
Sports & Fitness
United Kingdom
$4M + PPC
The ask was contained: one high-impact asset, one campaign window, in and out. I saw it differently. No single asset was going to restore cultural edge. What was needed was a system built around emotional resonance rather than product specification, designed from the first pitch to scale.
Redefined
Reworked
Reimagined
The Ultra Boost 4.0 didn’t have a product problem. It had a momentum problem. Familiarity had softened its edge, and adidas UK needed more than a refresh — they needed a re-entry. What started as a brief for a single commercial became something much bigger.
Digital
By the time the pitch meeting ended, it was £320K. That shift happened in the room, not after. When the adidas team responded to the emotional direction of the video concept and asked about expanding the vision, I laid out exactly how this narrative could branch across channels: social, OOH, digital, retail, as a coherent system rather than isolated executions. From there, the approved production budget reached £750K–£875K. Final production came in at approximately £1.5M. adidas backed it with a $2.5M+ UK media buy. That progression from a £220K ask to a $4M+ campaign didn’t happen because the brief changed.
Most campaigns treat photography as a production deliverable. We treated it as the emotional foundation. The decision to anchor the entire campaign in lifestyle photography was pure strategy.
That photography became the real connective tissue of the entire campaign. Every other channel pulled from the same visual core. It held together because the foundation was solid.
I directed the creative brief toward a disciplined visual language: high contrast, tight framing, controlled grain. Authentic without being rough, zero chaos. The goal wasn’t to create a mood board. It was to create a system of imagery flexible enough to anchor a microsite, a full-page editorial spread, and a wild-posting campaign.
Rather than directing paid traffic to a standard product page, we built a focused mobile-first microsite that served as the primary CTA across every touchpoint: video, paid ads, PPC, and social.
The experience was built around one objective: reduce friction between inspiration and purchase. Product focus. Store locator. No distractions. The microsite functioned as an interactive sales funnel, not a passive landing page.
Mobile
0-72 hrs
250k +, 40% CTR
Desktop
0-72 hrs
75k visits, 31% CTR
Mobile
7 Day Avg.
980k, 48% CTR
Mobile
7 Day Avg.
680k, 39% CTR
The campaign needed a physical presence. Not because digital wasn’t performing, but because the Ultra Boost 4.0 belongs in the spaces runners actually use.
I managed the OOH strategy across urban lightboards, full-page editorial placements, and street-level wheatpaste installations positioned in high-traffic city corridors.
Each placement was selected for contextual relevance, not just visibility. The same visual system that anchored the digital experience carried directly into the physical world with no adaptation and no dilution.
The paid media strategy was built to reinforce every other channel, not operate independently from it. I oversaw budget allocation across digital platforms, ensuring spend was sequenced to amplify the microsite, social reels, and OOH activations rather than running in parallel to them.
What’s Measureable
The idea earned the budget.
The system justified the scale.
When adidas UK approved the original pitch, the ask was focused and the budget was finite. By the time the campaign reached full rollout, that had changed considerably.
My role throughout wasn’t design. It was architecture. Building a concept with enough structural integrity to carry significant investment, leading a large international team through complex multi-channel execution, and managing the creative and strategic decisions that kept a 26-person operation coherent.
*Some of these designs are client concepts only, and may not have been used in production.
