2019 LUNAR NEW YEAR
Campaign Guidelines / Retail Toolkit featuring Damian Lillard, James Harden and Derrick Rose in the Asian Pacific (APAC) Market .
CLIENT: adidas Basketball
AGENCY: Roundhouse
ROLE: Senior Designer
CREATIVE DIRECTION: Mitch Morse
ART DIRECTION: Ladd Arundel
3D RENDERS: Mark Young
In collaboration with artist Ren Zhe for a special footwear and apparel launch in celebration of the 2019 Lunar New Year, adidas developed a brand initiative integrating the artist’s calligraphic elements and storytelling of the “Shadow Warrior”. Our team was responsible for creating the toolkit for the campaign, which included concepting, designing and developing graphic elements, athlete and product photoshoots, motion/moving content, and retail and digital assets.
My role in addition to overarching graphic support for the project was to design the consumer retail journey and its kit of parts to be implemented throughout the Asia Pacific markets. This included concepts for window and table displays, product launch zones, footwear and apparel wall graphics and social media posts.
Hand-made craft elements used throughout the campaign gave the final creative a tactile resonance of beautiful imperfections.
We led the campaign through social channels with adidas basketball franchise athletes, Derrick Rose, James Harden and Damian Lillard looking inward to actualize their potential on the court.
Stretched shoelaces printed with black and white athlete portraits create screened images over a triangular column wrapped with full color athlete imagery to accentuate the meditational nature of the campaign creative. Product is showcased in front of each athlete on gold basketball hoop glorifiers resting atop black wooden pedestals with gold inlays.
