adidas x VICE Media Group / Creative Director, Creative / 2021
The ask: Deliver a headline-making execution that touts adidas massive brand step forward in reducing plastic waste with their new recyclable Stan Smith shoe launch.
The execution: Over the course of four days in Brooklyn, NY, adidas envisioned a plastic-free future on a larger-than-life projection takeover of Brooklyn Central Library. We supported the all-eyes-on moment with guerilla marketing and a series community-first series of surrounding activations, including a Prospect Park clean-up and sponsorship of Prospect Parks’ Green Market.
Together we rallied, thanked and supported the existing sustainability initiatives of Brooklyn, touted adidas latest sustainability product evolution, and galvanized a greater brand-led conversation around plastic waste.
Core Team: Design Director: Monica Herman / Sr. Environmental: Jeremy Correnti Wood / Creative Strategist: Eric Michael Lopez / Projections by Superbien / Production: Jade Akintola