Adidas Global Brand Design tasked Fiction with concepting and designing their holiday campaign for 2015. I was asked to help conceptualize and design the look and feel for the digital and global retail toolkits. The campaign needed to work across retail, packaging, social, and digital executions that could be updated every two weeks to keep the campaign fresh. As this was a global campaign, the creative had to work for both a northern and southern hemisphere audience and not focus on any particular holiday. It also had to be flexible to accommodate regional requirements and content.

After ideation, we arrived at the concept of using abstract geometry, particularly triangles and diamonds paired with gradients, to produce a holiday feel. This visual direction hit all the asks and allowed for beautiful executions regardless of medium. The campaign would ultimately encompass physical retail, social media, email, and online executions.