From mountain adventures to the journey of changing our legacy

We've got one planet, so let's turn this around as one team. This campaign celebrates changemakers: those who see challenges in sport or sustainability not as obstacles, but as opportunities to do better.

Created in partnership with PrimaLoft® and Parley for the Oceans to innovate a new era of sport and help end plastic waste.

Put the money where our mouth is

Starting this project, we made one commitment: the most sustainable production possible. Out of the three jacket models that were featured we had to shoot the hero model with the changemakers real in nature. 
By working with small local crews in Austria (where Mikaela happened to be ahead of a competition) and South Africa (home to Ndyebo), we minimised our CO2 footprint. We (the core team) decided to stay put in Amsterdam and join the shoots remotely.

From Problem to Performance

A very important part of this was the innovation story. These jackets did not only look really good, they actually did good. Insulated with 100% recycled plastic, featuring 40% Parley Ocean Plastic. Created in partnership with PrimaLoft® and Parley for the Oceans to help end plastic waste. This is how the insulation was crafted from bottles.

Sustainable Art Direction

By choosing CGI and motion design, we created a strong thread of innovation throughout the campaign while meeting growing consumer expectations around sustainability. These fictional environments gave us the opportunity to showcase the products across different winter and autumn landscapes without travelling to multiple locations.

Graphical layout system

Photography, graphical elements and CGI were combined into master layouts. The clean, bright design and background pattern subtly echoed the Terrex pattern in the jackets, while the renewed process loop highlighted the material innovation.

Hundreds of assets were built into a toolkit with guidelines, allowing local markets to adapt them to their own needs and channels.

Created with adidas

I played a leading role in the creative team, contributing to overall concept and art direction.

CLIENT: adidas
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Theo Acworth & Tyrone Bradley
PRODUCTION PARTNER: The Panics
DIRECTOR: Jake Noakes (Process & Product films)