Design - Art Direction

The Project

Adidas Basketball made a big splash releasing the first ever laceless basketball shoe. Because it was such a unique concept to be placed into the market, the goal was to create a supporting visual campaign that set itself apart from the rest of what Adidas Basketball looked like. I put together a loose photo direction that focused on getting natural, in the moment imagery at parks and gyms in NYC, the mecca of basketball. With this imagery I wanted to blend it with a surrealist twist while showcasing the product. I wanted to place the shoe floating in the sky for an abstract solution to speak to it being the lightest basketball shoe on the market. This also allowed for a cohesive yet expansive formula of recreating multiple hero assets for varying purposes, and formats.