ADIZERO RACE / SS26

Creative Director / Producer

About

I developed the social-first launch strategy, directed and produced two short-form concepts for the latest ADIZERO campaign by adidas Running.

Designed to cut through the feed: “THE CREW BEHIND THE SHOE”, a playful parody that puts the real designers, engineers and product team front-and-centre, and “360º OF SPEED”, an immersive POV run filmed on Insta360 to make viewers feel the speed.

ConceptS

The Crew Behind The Shoe -human, comedic, behind-the-scenes content that humanises the brand.

360º of Speed - dynamic POV run with twisty angles and integrated product moments to boost immersion and shareability.

RESULTS

+56% organic engagement vs. channel average. Achieved without paid support.

+31% engagement rate uplift, showing strong stopping power and relevance in-feed.

Human-first storytelling drove warmer reactions, stronger community connection, and higher watch-through.

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