SUMMARY: adidas was seeing signs of a broader audience losing touch with the adidas Originals brand and the Classics. In order for adidas to win over women, it needed to show up at the moments that matter to them and tell a credible story that resonates and is tailored for the female perspective. By leveraging Abbot Kinney’s summertime foot traffic, we took the opportunity to broaden the reach of the Classics to a female audience, authentically tell the story of the female experience and land the idea that classics are made with care, worn without.
ROLE: Head of Content
Agency: Clear As Day
For this campaign, I was in charge of pitching the digital component of the campaign, developing a social strategy for the various adidas/talent channels, and overseeing all content created before/during the event.
This included:
Creating digital ideas of campaign during pitch phase
Developing social strategy for various adidas/talent channels once we won the pitch
Being point person between agency and client for all content
Lead video production team on developing 4x mini-stories on Los Angeles based female creators
Lead video production team to develop event recap
Oversee photography team to ensure all items on shot lists were taken
Creating an approval and same-day delivery process for client and talent
