Adidas Global Brand Design tasked Fiction with concepting and designing its 2015 holiday campaign.

The Ask
I helped conceptualize and design the visual direction for the digital and global retail toolkits. The campaign needed to scale across retail, packaging, social, and digital applications while allowing updates every two weeks to keep the creative fresh.

The Insight
As a global campaign, the creative needed to resonate with audiences in both the northern and southern hemispheres without relying on a specific holiday or seasonal reference. It also needed to remain flexible enough to support regional requirements and changing content.

The Outcome
Through exploration and ideation, we developed a visual language built around abstract geometry, specifically triangles and diamonds paired with gradients, to create a modern holiday aesthetic. The system met the campaign requirements and translated effectively across physical retail, social media, email, and digital experiences.