adidas
A campaign for adidas that focuses on
what matters most in sport, skill and
creativity, not gender.
Art Direction & Design.
When starting this campaign we came to realize some pretty messed up things. That men play sports and girls participate. That men are athletes and women are defined as female athletes.
But sport doesn't judge us by who we are - it just wants us to play. It is us as people that apply labels to sport and brands follow suit. Focusing on gender instead of talking about performance, skill and creativity.
So we moved the conversation from gender to creativity by obscuring creators so that they’re recognized for their creativity vs being immediately categorized by their gender.
We shot a Global 30 and cut together a bunch of market specific ads. They don't focus on the negativity, but simply speak truthfully to the love and creativity of playing sport.