Adidas | Global Sports & Lifestyle | Creative Director | Holiday Toolkit Campaign · 2024

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Adidas had a brief, a brand, and 48 hours. Three markets. Sixty assets. One creative system built around AI-powered production — directed by a human who knew exactly where the machine needed to lead and where it needed to follow.

 

 

The challenge

Adidas doesn't have a creativity problem. They have a scale problem.

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For their US Holiday season campaign, the brief was deceptively straightforward: design a toolkit of email campaigns, digital ads, and packaging creative that could run across three distinct markets simultaneously — each with its own audience profile, cultural context, and channel mix — without losing the visual coherence that makes adidas instantly recognisable anywhere in the world.

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The real constraint wasn't creative. It was time. The window between final brief and market-ready assets was 48 hours. In a traditional production pipeline, that brief would require a team twice the size and a budget to match. The work simply couldn't be done at the quality adidas demands — unless the production model itself changed.

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This was the project that proved it could.