adidas / Choose To Move

Creative direction and team leadership for the always-on campaign Choose To Move, designed to inspire new audiences to start their sporting journey with adidas and to re-engage those who had lapsed.

Grounded in consumer insights, we explored both the barriers that prevent people from being active and the motivations that help them overcome these challenges. From this, we developed a creative concept and storytelling approach that encourages people to start something new.

The campaign was brought to life through authentic stories—not from elite athletes, but from six beginners whose honest and relatable experiences offered true inspiration.

Overseeing concept development, photography and video production and the creation of assets for .com, social media, app and CRM.  

client:
adidas

project scope:
.com, photography and video production, social media content, app, CRM

role:
Creative Direction