adidas Originals - exploration for a Stan Smith campaign concept

CHALLENGE: The Stan Smith is a classic silhouette.
How to re-imaging an icon of the past, making it timeless and relevant for today’s generations? 

CORE SKILLS: 

• Concept development

• Styling

• Photography

My solution to the challenge was to position the shoe through the lens of timeless luxury, focusing on its durability as opposed to products that are out-of-trend after one season. 

The concept I developed sees sustainability and inclusivity as new expressions for luxury, rather than the old view that sees luxury as a synonym for excess and elitism. 

This concept meets today’s generation’s demands - reinventing the aesthetic of luxury, hacking and disturbing the old codes to create a new language for a new, more sustainable age. A new, post-pandemic age, where mental health has also become a priority - a sport and lifestyle brand has the reach and impact to shine a light on it and normalize talking about it.

I used this styling, graphics and photoshoot exercise to explore a new look & feel for the most recognizable Originals products.