DAME 7 EXT/PLY.
CLIENT: adidas Basketball
AGENCY: Roundhouse
ROLE: Senior Designer
CREATIVE DIRECTION: Mitch Morse
ART DIRECTION: Jered Bogli
This project was never supposed to make it into my portfolio. After stalling out due to budget constraints with another agency, it landed on my plate at Roundhouse with the same small budget along with limited athlete imagery to work with. We still needed to create a dynamic consumer retail journey for the Asian Pacific market that displayed Dame’s ability to bridge the gap between the worlds of sport and music.
In order to do this, a graphical system with roots in hip-hop album covers was created. Next, we captured product heroes and detail imagery in a beautifully lit digital music studio. Elements from the product were then added in to graphic layouts as easter eggs to be found unexpectedly at different moments throughout the retail journey.
In the end, the Dame 7 EXT/PLY campaign came to life at retail locations across China (as well as a full-page ad in SLAM magazine), with windows, launch zones, tables and footwear walls that brought the consumer into the campaign story.
We looked to hip-hop Icons and their album artwork as well as physical elements of contemporary music for inspiration throughout the creative process.
