We had an afternoon to make basketball player D Rose famous in London. Adidas' sponsored athlete is a legend in the US but little known in the UK.
We tapped into D Rose's childhood background and created a meaningful connection with the young people of Hackney. We turned their rundown community centre into The D Rose Jump Store: if you could jump as high as him, you win his signature shoes.
The experience was rounded out by inspirational posters, pocket-size carry-on cards and a photo exhibit that captured the day, turning local residents into heroes (see below). The photos were exhibited at the Hackney Community Centre for weeks. And the activation won fame and fans throughout the world.
This project picked up 7 Cannes Lions, Pencils at the One Show and the GP and 5 Golds at the British Creative Circle.
Case study
Content for social media
Poster
Poster
Poster
A few pictures from photo exhibit - Photographer: Adam Hinton
2014 World Cup
I lead and won the global adidas pitch for the 2014 World Cup. We worked with four different offices: London, Brasil, Amsterdam and Los Angeles. Here's the creative theme I personally wrote for it — all the work adidas did around the world for the 2014 World Cup stemmed from these four words.
