What do Olympic medals, ocean activism, and groundbreaking product design have in common?
That was the question driving our work on the FW21 campaign, which aimed to launch adidas' most sustainable outdoor jacket to date.
Insulated with 100% recycled plastic, we crafted a global campaign to not only showcase the innovation behind the jacket but also to highlight the urgency of the plastic waste problem in a way that motivates rather than discourages.
Our campaign's hero film featured Olympic legend Mikaela Shiffrin and celebrated change-makers—individuals who view unprecedented challenges as opportunities rather than obstacles.
Creative Director: Myself
Creative: Arran Jolly & Oscar Asmoarp
Design: Ron Peter Wormgoor