Malcolm McNeil and I worked together to develop brand content for the 2017 campaign promoting the release of Adidas National Hockey League Jerseys. During the pre-production phase, we collaborated on the overall concept and strategy, then split off to work on our respective portions. Malcolm took the lead on photography, while I led the motion design aspect of the project.
Adidas needed to create digital content to promote their NHL jerseys in New York City, using the expertise of local creators to strengthen their position in sport and culture. The content had to incorporate required photography, include motion, and be limited to 15 seconds due to Instagram's restrictions.
The brand guidelines for the 2017 Adidas NHL Jersey Campaign emphasize creating dynamic digital content that showcases Adidas' ties to sports and hip-hop culture in NYC while promoting NHL jerseys. All videos must be 15 seconds, featuring smooth transitions and urban energy. Collaboration with photographers ensures cohesive visuals, optimized for Instagram and Twitter to maximize engagement, targeting over 100K interactions.
I led the motion design aspect of the project, ensuring the content was visually captivating and optimized for Instagram’s 15-second format. The animation focused on smooth transitions and dynamic effects that complemented Malcolm's photography, reflecting the urban energy of New York City. The final animations aligned with Adidas' branding and played a key role in driving high engagement for the campaign.
.gif)
In response to the need to create excitement and awareness around the Adidas NHL jerseys in NYC through the lens of local creators, we developed several pieces of content that were published on Adidas NYC social media channels, including Twitter, Instagram, and Instagram Stories. By highlighting the relationship between sports and hip hop in New York City, we were able to generate high levels of engagement on the Adidas NYC Instagram page, with the content receiving thousands of likes, shares, and comments.
