As an official sponsor of UEFA Women’s Champions League, adidas wanted to create some content with elite women’s footballers that aligned with their new global campaign, You Got This – which encourages athletes to bring back the joy in sport in order to overcome high pressure moments.
Working with players from Barcelona and Chelsea, my approach was to create off-the-wall self-help guides which showcased some, er, unconventional techniques that could be used to disarm pressure.
THE ADIDAS GUIDE TO OVERCOMING PRESSURE
A CONTENT SERIES FOR ADIDAS
The films were heavily influenced by cult Swedish director Roy Andersson, known for his absurdist humour (I managed to sneak in a tribute to his 2007 film, Du Levande).
We knew that these stylised films would perform well on Instagram but not on TikTok – where content needs to feel self-shot and authentic to get organic interaction from the audience – so we also created separate TikTok edits.
CREDITS
CLIENT: ADIDAS | MY ROLE: CREATIVE DIRECTOR