From first planning to the reveal at Milan Fashion Week, I led social for the collaboration of the year.
We cast the game’s most fashion-forward ballers, turned walls in Milan and New York into landmarks, and delivered the most engaged campaign in adidas history: 1.2 million interactions on the reveal post, 1,200% above target, and a nod from Anna Wintour.
Zinedine Zidane and skate legend Lucas Puig, face to face on football and skating, dressed in pieces inspired by the Y-3 archives.
I shaped the social strategy and created on-site content for global channels, balancing Palace’s irreverent tone with Zidane’s refined image. The result: global buzz and sold-out collections.
A social-first launch for adidas Running, built on two short-form concepts I directed and produced: “The Crew Behind The Shoe”, a playful parody starring the real designers and engineers, and “360º of Speed”, an immersive POV run shot on Insta360.
The outcome: +56% organic engagement vs. channel average, with no paid support.
From Herzogenaurach to the New York Stock Exchange. I worked closely with the Balenciaga team to shape and run the social strategy, coordinate partner publishing and shoot the collection reveal from the NYSE floor.
adidas searches jumped 13% after the show, and the campaign beat every KPI on reach, engagement and sentiment.
Bold, unapologetic, individual. As Head of Comms at Camper, I led the SS23 campaign where every shoe became a character and every character told a story, amplified by a culturally attuned PR strategy.
Social revenue landed 123% above target and reach 53% above, making it the brand’s most talked-about campaign in recent years.
LE CARTEL’s biggest campaign to date.
I led the new communication strategy, reimagined the visual identity and took the campaign from creative direction to full production, honouring urban artist GREM’S with bold visuals that play on his distinctive motifs, humour and creativity.
As part of a six-person adidas taskforce, I helped bring the brand into web3 with a wearable that lives both physically and virtually, alongside partners like Bored Ape Yacht Club and gmoney.
It made $23 million in two minutes and generated the most media buzz of any campaign worldwide in 2021.
A first-of-its-kind, open-metaverse NFT project with digital artist Zach Lieberman. I developed adidas for Prada re-source, inviting audiences to submit photographs that became a single patchwork NFT of 3,000 unique artworks, with proceeds going to nonprofits.
The launch closed 680% above target.