Role: Creative Director and Graphic Designer
Client: Adidas / Creators Network North X Factory International
Year: 2025
Project Overview:
As part of the Adidas Creator Network North program, I was selected to lead the creative direction for the official profile images of our cohort. Without a specific brief, I set the intention to create a series of portraits that felt both unified and personal; capturing the essence of each member while tying them back to the ethos of the network and the Adidas Originals brand.
Concept:
The concept was built around the idea of simple presentation. We needed a layout that can be applied to 20 individuals, with the intent to use negative space and mixed media. Showing each subject in two lights, the main portrait adopts a more formal approach, paired with a secondary collage, featuring cropped, candid moments that reflect personality through small details. Together, the two images mirror the relationship between how we present ourselves and our true nature.
Execution & Challenges:
Originally, the main portraits were intended to be shot on Polaroid to evoke authenticity and tangibility. However, due to technical issues during the shoot, the Polaroids were unusable. Faced with this setback, I worked closely with the raw digital files provided by the photographer to rework them in post to recapture a sense of analogue tactility. Through intentional lighting treatment and selective texture, I brought back the softness, depth, and mood we were aiming for; adding feeling and character to otherwise flat digital images.
Result:
The final outcome is warm and a little nostalgic. Each cohort member is presented with their own take on themselves.