I art-directed the winning pitch and subsequent global campaign to establish adidas NEO as a fashion-forward international brand. Leading the project from concept to delivery, I developed the campaign narrative, directed a week-long shoot in Guangzhou, China, with top-tier talent, and oversaw post-production for three campaign films.
The resulting work successfully launched across digital, social, and OOH channels, solidifying NEO's new brand identity.
Key Contributions:
End-to-end art direction from initial storyboarding to final delivery.
Directed photography with RJ Shaughnessy, Alex Xu, and Jedi.
Managed on-site production with celebrities Dilraba Dilmurat, Ryan Zheng, and Jackson Yee.
Collaborated with My Brother Bob on post-production editing.
Client
adidas
adidas
Agency
U-Dox
U-Dox
