Adidas "End to End"

To promote the new adidas Originals End to End collection, adidas dropped a subway car on one of the busiest corners in downtown NYC at dawn. Seven of the world's best graffiti artists were invited to leave their mark, painting the entire car in a day. The event was a huge success, reaching far beyond the core urban target. It generated over 50 million consumer impressions globally, helping to reinforce adidas' urban heritage. My role as Creative Director on this project was coming up with the idea for this stunt and helping to bring it to life.