The idea
For far too long, returning to school has meant returning to pressure. Parents, peers, and society have imposed unrealistic standards on our children, telling them that success can only be achieved through perfect behavior, performance, and looks. However, this is not true for the current generation, nor is it true for us. We are redefining what it means to be successful.
We are proud to introduce the Back-to-School FW23 Live Unordinary Collection, which features fully modular content that can be scaled and rolled out to markets worldwide, including digital, retail, and membership. The global market has already adopted our campaign, with it popping up worldwide, helping adidas convert brand heat into commercial success.
The roles
Client: adidas Global
Agency: TBWA
Creative Director: Theo von Aspern
Lead Designer: Nancy Svetsova
Photographer: Lisa de Wolf
Project overview
Several executional elements were created for both retail and digital channels, which included full-price, promotional, and membership assets.
A highly detailed and modular toolkit was provided across digital and retail channels, offering markets the option to either use the supplied assets or plug-and-play the provided templates, imagery and copy to create their assets that are relevant to their respective markets.
In total, we captured 157 clothing articles, resulting in a total of 375 2D assets and 76 3D assets.
