The portfolio ahead showcases my creative thinking and deliberate approach across various facets of my professional journey, including digital marketing, content creation, project management, agency briefing, and overall execution. It spotlights some of the projects that hold a special place in my recent career. I'm privileged to have played a pivotal role in turning these concepts into reality, from inception to fruition. Your time spent reviewing my portfolio is greatly appreciated, and I'm excited about the prospect of our upcoming meeting. Most importantly, I look forward to partnering on future opportunities and achieving remarkable successes together.
NAM GAME TIME 1.0 FILM (CREATIVE AGENCY: ORDINARY PEOPLE)
MAY 2024
As with the previous project in 2023, the idea of an employee anthem film continued to be a powerful tool for internal communication, premiering at an all-employee meeting and through various other channels. I had the privilege of leading this project similar to before, collaborating closely with a teammate to oversee the creative briefing, concept development, scripting, and feedback processes. The primary aim of this film in 2024 was to inspire adidas North American employees to shift from a mindset of merely overcoming adversity to now adopting a proactive, "always on offense" mindset. The message was clear: we have the momentum and the opportunity, and now it's time to get in the game because we play to win.
The response was exceedingly positive once again from thousands of colleagues, both Globally and in the adidas North American market, as well as the NAM Senior Leadership team. They praised the film for effectively leveraging our external brand narrative, "You Got This," to remind employees of their immense capabilities and the power of this Brand. While the video is profoundly motivational, it cannot be published for commercial use due to licensing constraints.
Role: Creative Lead, Scripting Lead, Project Manager.
NAM INSPIRE 2.0 FILM (CREATIVE AGENCY: SOCKEYE)
MAY 2023
This video served as a powerful tool for internal communication, making its debut at an all-employee meeting and through various other channels. I had the privilege of leading this project, along with the valuable support of a teammate, overseeing creative briefing, concept development, scripting, and feedback processes. The primary goal of this film was to inspire adidas North American employees to stand strong and united during challenging times, emphasizing that while tough times may come, resilient teams and individuals endure. The stories of Patrick Mahomes and Mikaela Shiffrin, both adidas brand partners, exemplify the highs and lows that professional athletes face in their careers. They have experienced the pinnacle of success, followed by uncertain times, but they share a relentless determination to forge a path to greatness. Despite the challenges, they confronted adversity head-on and achieved remarkable success, earning numerous accolades. The response to this film was overwhelmingly positive among thousands of colleagues in the adidas North American market and its Senior Leadership team. They commended it for skillfully harnessing our external brand narrative, "Impossible is Nothing," to remind employees of their immense capabilities. While this video is profoundly inspiring, it cannot be directly published for commercial use due to licensing constraints.
Role: Creative Lead, Scripting Lead, Project Manager.
ADIDAS US FOOTBALL LAUNCHES THE TREVOR LAWRENCE NFT (CREATIVE AGENCY: KAMP GRIZZLY; AUCTION: BITSKI)
MAY 2021
In less than a week after being chosen as the No. 1 overall pick in the 2021 NFL draft, Trevor Lawrence and adidas collaborated to make a meaningful impact on Jacksonville's local charitable organizations. adidas introduced a collection of special non-fungible tokens (NFTs) featuring Trevor Lawrence, with the proceeds from the sales dedicated to supporting local charities in his new hometown. These NFTs were presented as 3D animated trading card collectibles, allowing fans to participate in various ways. A limited-edition IRIDESCENT NFT was available through an auction, offering a unique opportunity for collectors. Additionally, there were other NFTs, like PLATINUM and SUNSHINE, which were accessible for unlimited downloads. The NFTs were exclusively sold through adidas's official page on Bitski.com. Notably, the auction section of the sale included a physical copy of the NFT, accompanied by a pair of Trevor Lawrence's inaugural player-edition cleats, personally autographed by him. This initiative not only celebrated Lawrence's remarkable achievement but also made a positive impact on the Jacksonville community through charitable contributions.
Role: Social Media & Digital Strategy Lead.
ADIDAS US FOOTBALL “THE MAHOMES ZONE” DIGITAL ACTIVATION SUPER BOWL 55 (CREATIVE AGENCY: MOJO; DELIVERY PARTNER: FOOJI)
FEBRUARY 2021
As Super Bowl 55 approached, the reigning champions, the Kansas City Chiefs, squared off against the Tampa Bay Buccaneers, featuring adidas athlete and superstar quarterback Patrick Mahomes.
In light of this high-stakes event, adidas introduced an exciting sweepstakes, offering fortunate fans the chance to win a $1,515 USD adidas gift card. The rules were straightforward: fans could participate by tweeting the hashtag #MahomesZoneSweepstakes and tagging @adidasUS on Twitter every minute that Mahomes had possession of the football during the game. To enhance the campaign experience, Fooji played a vital role in online delivery and website functionality, with the participation of Scott Hansen, an NFL Network host, and Quavo contributing to campaign content.
In addition to the giveaway, adidas committed to matching the final total from the sweepstakes and donating it to the 15 & The Mahomies Foundation. This charitable foundation, founded by Patrick Mahomes in 2019, focuses on improving the lives of children through various health, wellness, and community initiatives. This initiative not only engaged fans but also made a positive impact by supporting a charitable cause close to Mahomes's heart.
Role: Social Media & Digital Strategy Lead, Project Manager.
ADIDAS US FOOTBALL NFL PLAYOFFS ATHLETE REACTIVE DIGITAL STRATEGY (CREATIVE AGENCY: JOZI CREATIVE)
DECEMBER 2020
To enhance and further establish our sports marketing partnerships with top-tier NFL athletes, I devised a compelling concept and creative direction. The core idea centered on transforming these players into superheroes, a concept we applied as reactive content during the Wildcard, Divisional, and Conference Championship rounds of the 2020 NFL Playoffs. Each NFL athlete possesses a distinct brand identity that aligns with their playing style and personality. Through engaging comic book illustrations, we effectively celebrated their extraordinary abilities on the football field. As athletes advanced through the playoffs, their comic book illustrations progressively revealed more detail each week, ultimately forming a complete comic book cover.
These captivating comic book illustrations were strategically integrated into various digital platforms, including social media, email, website, and mobile app placements. We activated this unique and entertaining content strategy following each NFL athlete's playoff victory. Overcoming the challenge of licensing limitations regarding on-field, in-game footage from NFL games, we implemented innovative approaches to deliver an engaging and memorable fan experience.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead.
MARCH 2020
During a period of global quarantine, adidas brought together our Team adidas family of athletes to foster connection, engagement, and inspiration among fans worldwide. Through a range of content pillars and virtual activations, adidas aimed to equip and uplift consumers, encouraging them to stay positive while taking care of themselves, their families, and their communities amidst these unprecedented times. My responsibility was to conceptualize and execute one of these content pillars, centered on crafting enjoyable at-home challenges that athletes could introduce via social media, inspiring consumers to replicate them.
We introduced the concept of "Game Time," featuring an array of challenges, from juggling a soccer ball to the rhythm of a song, to the art of throwing perfect strikes with toilet paper (once considered the world's most valuable resource). Other challenges included creating a mini skate park in your living room or showcasing your adidas shoes in the context of your most memorable sports moment. Athlete participation in these challenges included notable figures like Justin Turner, Jordan Larson, Christian Kirk, Bradley Chubb, Jo Adell, Daewon Song, and more, all contributing to the fun and positivity during a challenging period.
Role: Social Media & Digital Strategy Lead.
ADIDAS #HOMETEAM IT’S GAME TIME
ADIDAS US FOOTBALL SNOOP CLEAT ADIZERO 8.0 (PHOTOGRAPHER: VINCE SIRICO)
JANUARY 2020
I orchestrated the development of a comprehensive toolkit tailored for generating content exclusively for our adidas US Football social media channels and various other digital platforms, including email, the app, and homepage. The primary objective was to launch and boost the sell-through of the "SNOOP CLEAT" adizero 8.0, a collaborative design project involving the iconic Snoop Dogg. The content integrated distinctive elements from Snoop's repertoire, including his famous one-liners and motivational quotes deeply resonant within football culture, particularly among young athletes.
This toolkit yielded exceptional results, notably producing the most engaging native in-feed post ever seen on our adidas US Football Instagram channel. It garnered hundreds of thousands of organic impressions and generated hundreds of comments and thousands of shares, underscoring its immense success in capturing the attention and enthusiasm of our audience.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead.
ADIDAS BASEBALL’S NEXT LEVEL SNAPCHAT GAME (CREATIVE AGENCY: AVATARLABS)
OCTOBER 2019
Under my creative and strategic leadership, adidas teamed up with Snapchat to introduce a unique product launch strategy. Our renowned sportswear brand has developed an engaging 8-bit game, named "Baseball's Next Level," available on Snapchat. In this innovative game, consumers had the exciting opportunity to purchase adidas's new 8-bit-themed baseball cleats. Developed in collaboration with AvatarLabs, "Baseball's Next Level" was a classic home run derby-style game that allowed users to step into the shoes of adidas' brand partners and MLB athletes as they embarked on a postseason journey towards the World Series. The featured athletes included Aaron Judge (Yankees), Carlos Correa (Astros), Alex Bregman (Astros), Justin Turner (Dodgers), and Kiké Hernandez (Dodgers), each of whom had their own unique adizero or Icon V cleats within adidas's 8-bit collection, conveniently available for purchase directly through the game.
Notably, "Baseball's Next Level" represented a significant milestone, as it marked the first time Snapchat has enabled users to make in-game purchases from any brand, transcending traditional retail boundaries. While the game was not part of Snapchat's dedicated gaming platform, Snap Games, it exemplified the innovative approach both companies were taking to enhance the retail experience. In the past, adidas used augmented reality to allow users to "try on" its latest ULTRABOOST running sneakers on Snapchat, and now they have taken this concept even further with the captivating 8-bit game, "Baseball's Next Level."
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
EARNED MEDIA COVERAGE:
ENGADGET | YAHOO | WHAT PROS WEAR | KICKS ON FIRE | BUSINESS INSIDER | UPROXX | HIGHSNOBIETY
ADIDAS US FOOTBALL NFL REGULAR SEASON ATHLETE REACTIVE DIGITAL STRATEGY (CREATIVE AGENCY: SWIFT)
SEPTEMBER 2019
In preparation for the 2019 NFL season, adidas US Football embarked on a mission to strengthen our sports marketing partnerships, particularly as our roster boasted some of the most prominent players in professional football. Through careful consumer insights and research, it became evident that many fans were unaware of the sportswear brands sponsoring their favorite athletes both on and off the field.
In response to this challenge, I spearheaded a groundbreaking initiative, marking the first of its kind in the industry. I conceived the concept and led the execution of a reactive content strategy, aimed at celebrating our sponsored NFL athletes and their on-field achievements through a captivating creative concept. This content was strategically disseminated across various digital platforms, including social media, email, website, and app placements. We set specific criteria based on statistical achievements, and once an NFL athlete met these criteria, our activation process began.
Given the limitations on displaying on-field, in-game footage from NFL games due to licensing constraints, we had to think innovatively. This led to the creation of the "mind of an athlete" concept, which offered consumers a unique opportunity to delve into the off-field personalities and passions of their favorite players. Through this approach, we managed to celebrate their statistical prowess on the gridiron while providing fans with deeper insights into the lives of these NFL stars.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
ADIDAS HOCKEY NHL PLAYOFFS (CREATIVE AGENCY: LINDEN COLLECTIVE; DELIVERY PARTNER: FOOJI)
APRIL 2019
They voiced their desires, and we were all ears. The adidas Hockey hoodie had been in great demand by consumers throughout the '18-'19 NHL season, prompting us to seize the postseason as an opportunity to fulfill their wishes. Beyond this, our constant goal is to honor our athletes, celebrate the game's most creative moments, and forge a more personal connection with our consumers.
To achieve this, we partnered with Fooji to generously give away hundreds of hoodies during the NHL playoffs. We carefully identified specific moments that would trigger the release of a limited number of these coveted hoodies. When one of these moments occurred, consumers had to act swiftly by tweeting "#teamadidas + 🏒". In response, they received an auto-reply containing a link to a third-party microsite. It was a "first come, first served" consumer experience, and those who managed to sign up through the microsite were rewarded with their prized hoodie, which was shipped to them overnight.
The triggers we established throughout the NHL Playoffs included instances such as Team adidas hockey icons achieving three points and securing a win, scoring a game-winning goal or assisting in one, or clinching a playoff series. This innovative approach allowed us to engage with fans while simultaneously satisfying their demands.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
ADIDAS RUNNING BOOST WEEK (CREATIVE AGENCY: NICHE)
DECEMBER 2018
The original ULTRABOOST made its highly anticipated return on December 1, and this iconic launch provided the adidas Running team with an exceptional opportunity to celebrate our most iconic running silhouette. We joined forces with our most crucial retail partner, adidas.com, to elevate this activation to new heights. This partnership and meticulous planning culminated in a weeklong extravaganza known as "BOOST WEEK," which commenced with PR outreach on November 15 and extended from December 1 to December 7.
Throughout this event, we unveiled daily ULTRABOOST releases, bolstered by a meticulously coordinated paid media strategy that revolved around digital storytelling. This approach aimed to stimulate desire and drive conversion for the ULTRABOOST franchise, engaging our audience throughout the week.
To enhance our storytelling efforts, adidas collaborated with influential artists who possessed substantial social media followings. These artists recreated content featuring specific ULTRABOOST colorways, infusing their unique style, perspective, and creativity into the mix. This captivating and original content played a pivotal role in our social media publishing strategy, both organically and through paid campaigns. We also introduced a "Like to Subscribe / Tweet to Remind" initiative on Twitter, which kept consumers informed on a daily basis about upcoming ULTRABOOST colorway drops. The artistic content effectively conveyed the campaign's objectives, leaving a lasting impact on both the audience's perception and the market share.
Role: Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
EARNED MEDA COVERAGE & EXAMPLES:
HIGHSNOBIETY | HYPEBEAST | GEAR PATROL | FOOTWEAR NEWS | SAM LARSON | JOSEPH CATIMBANG | KIM JUNG GI US | EGLE ZVIRBLYTE | LÁOLÚ | ANTONI TUDISCO
ADIDAS US FOOTBALL FRIDAY NIGHT STRIPES SEASON 2 (CREATIVE AGENCY: LINDEN COLLECTIVE)
SEPTEMBER 2019
adidas and Twitter joined forces to introduce "Friday Night Stripes," a groundbreaking initiative that marked the first-ever live streaming series of high school football games on the Twitter platform. This remarkable series featured nationally ranked teams hailing from various parts of the United States, including Michigan, Colorado, Texas, Georgia, and Florida. It kicked off on August 30 and continued to captivate audiences throughout the regular high school football season.
The games were brought to life with commentary from the experienced ESPN and SEC Network play-by-play announcer, Courtney Lyle, and enriched by the insightful analysis provided by Super Bowl XLV Champion A.J. Hawk, a former Green Bay Packer. Furthermore, the series welcomed special guests, including adidas US Football NFL athletes, entertainment partners, and influential figures who actively participated in the play-calling and co-promotion of each weekly matchup through content sharing on their social media channels.
Twitter's comprehensive support team collaborated closely with our brand to curate compelling content, formulate a targeted media plan to reach the right audience, and provide dedicated technical support, real-time analytics, and tools for sharing show clips. Together, this partnership set a new standard for live streaming sports events, fostering engagement and excitement among fans nationwide.
Role: Social Media & Digital Strategy Lead.
EARNED MEDIA COVERAGE:
USA TODAY | AD WEEK | ENGADGET | BLEACHER REPORT | YAHOO | SPORTS VIDEO GROUP
ADIDAS WOMEN INTERNATIONAL YOGA DAY (CREATIVE AGENCY: HAPPYLUCKY)
JUNE 2017
On International Yoga Day, we aimed to create a fresh and impactful cultural moment that would resonate with both men and women, offering a local and global experience while aligning with our global brand campaign of "Salute a Global Sunrise."
This experience involved a live-streamed sunrise yoga session that commenced in New York City and concluded in Los Angeles. To ensure inclusivity, we seamlessly embedded the livestream on adidas.com, enabling consumers from all across the country to participate in the activation while also having the opportunity to explore and shop the latest apparel from the limited Wanderlust Collection, launched on the same day.
Participants at the physical locations welcomed the sunrise with a range of activities, including influencer-led meditation, yoga sessions, live music, sundial-inspired mirror installations, a customized juice bar, and an exclusive preview of the latest product collection. This event brought together people locally and virtually, fostering a deep connection to the brand's global message.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
ADIDAS WOMEN MARIAN KAY LACHOWECKI SCHOLARSHIP FUND (CREATIVE AGENCY: HAPPYLUCKY)
MAY 2017
In honor of Mother's Day, adidas Women paid tribute to the remarkable connection between Kay and Gracie Lachowecki, a resilient mother and daughter duo who have faced adversity with unwavering strength.
In a heartfelt collaboration, adidas arranged a surprise Mother's Day trip for the Lachoweckis. Gracie, a dedicated student-athlete at the University of Miami (FL), one of our brand partner schools, was granted the opportunity to convey her deep love and gratitude to her mother by treating her to an all-expenses-paid excursion to Chicago. The itinerary was thoughtfully designed to create lasting memories, featuring shopping sprees, tickets to the acclaimed musical "Hamilton," and exquisite dinners at some of the city's trendiest restaurants.
In addition to these gestures of appreciation, adidas also established the Marian Kay Lachowecki Scholarship Fund to honor Kay's unwavering courage in her battle against Breast Cancer. This scholarship fund would benefit two deserving students within the School of Nursing and Health Studies at the University of Miami who demonstrate financial need. Each recipient received a scholarship to help cover their tuition costs. The emotional journey of Marian is captured in a touching video that further underscores the impact of this heartwarming initiative.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
ADIDAS RUNNING WHY I RUN PORTLAND (CREATIVE AGENCY: HAPPYLUCKY)
JANUARY 2017
adidas Running decided to shift the narrative for a moment by celebrating the vibrant running community in Portland, which is the backyard of our number one industry competitor. Capitalizing on the new year as a perfect starting point for pursuing or maintaining fitness goals, we embarked on a mission to surprise and delight runners by equipping them with the finest adidas gear available.
adidas vans made appearances at popular running routes throughout Portland, distributing hundreds of brand-new shoes until our supply was completely exhausted. Even when certain sizes or styles were no longer available, we made a commitment to those in need, collecting their names and ensuring they were shipped a pair later in the week.
In addition to this, we extended an invitation to people to contribute their gently used footwear on the spot. This heartfelt initiative led to the collection of numerous pairs, which were subsequently donated to the Boys & Girls Club of Portland, further strengthening the sense of community and giving back. You can witness the highlights of this endeavor in the recap video.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
EARNED MEDIA COVERAGE:
MEN’S JOURNAL | WILLAMETTE WEEK | FOOTWEAR NEWS | PORTLAND BUSINESS JOURNAL
ADIDAS BASKETBALL ARMED FORCES CLASSIC (CREATIVE AGENCY: KAMP GRIZZLY)
NOVEMBER 2016
On November 11, the college basketball season made its debut, coinciding with Veterans Day and featuring an exhilarating matchup. The Armed Forces Classic, held in Hawaii, showcased a thrilling game between Kansas and Indiana. Both teams wore special edition jerseys, with Kansas athletes sporting "HONOR" in blue, while their Indiana counterparts proudly wore "COURAGE" in red. To commemorate this special occasion and the unique uniforms, a compelling campaign video was crafted, offering insights into the inspiration behind these remarkable jerseys.
As part of the campaign's engagement strategy, individuals who interacted with the video on social media received auto-generated responses from the brand. These responses allowed users to easily re-share the video on their own social media channels by providing an pre-populated tweet with copy and content, contributing to the message's wider dissemination.
The uniforms were meticulously designed to pay homage to the stars and stripes of the American flag, seamlessly blending the aesthetics of two of college basketball's most iconic programs. This year held particular significance as it marked the 75th anniversary of the Pearl Harbor attack, infusing the event with deep emotions and significance. The uniforms themselves eloquently conveyed this sentiment, featuring the impactful message "REMEMBER PEARL HARBOR" emblazoned on the jerseys.
Role: Social Media & Digital Strategy Lead.
EARNED MEDIA COVERAGE:
ADIDAS RUNNING GLOBAL RUNNING DAY (CREATIVE AGENCY: HAPPYLUCKY)
JUNE 2016
Our aim was to break through the noise generated by other running brands on Global Running Day and capture the audience's attention with adidas Running. To achieve this, we introduced a no-excuses, run-on-demand service designed for individuals who had left for work unprepared to partake in Global Running Day. We initiated online community engagement through Twitter, with a compelling call to action on the day prior and throughout Global Running Day itself. The core idea was to surprise and delight participants by personally delivering duffels filled with a head-to-toe outfit of running gear, including apparel, footwear, and socks—everything necessary for an impromptu run.
The execution of this project saw numerous kits transported across Manhattan by a dedicated team of runners and fitness influencers, collectively covering hundreds of miles within the city. As a result, the #GLOBALRUNNINGDAY hashtag was overwhelmingly dominated by adidas Running, signifying the project's resounding success.
Role: Lead Campaign Strategist, Creative Lead, Social Media & Digital Strategy Lead, Project Manager.
EARNED MEDIA COVERAGE:
SOLE COLLECTOR | WEARETESTERS | FOOTWEAR NEWS | SNEAKER NEWS