adidas

I was hired to get under the emotional and psychological skin of serious sportspeople. Research commenced and I interviewed people who were passionate about football, tennis, basketball and running. I felt their lung-busting pain and their euphoric highs.

Passion is nothing without performance

Personas and psychographic profiles represented each of the sportspeople. Their stories could then be told. The mi adidas global campaign is truly mixed-media. This included in-store posters through to brochures and on-screen digital communications. The stories were used throughout.

Read what Tim Jeffrey had to say about my performance.