adidas x UO: Create the Future

In Summer 2016, I led Urban Outfitters' Creative Marketing and Imagery teams in the conception and execution of the global "We The Future” campaign for adidas Originals, a key brand partner for UO. Photographed by Petra Collins and featuring a cast of 20 emerging talents chosen by Urban Outfitters, the campaign honors adidas and UO's shared brand values and holds a respectful understanding of our audience as a true community - rather than simply as customers. The content-led campaign was released in August 2016 and showcased confessional-style mobile social videos and interviews from the cast alongside traditional e-commerce, digital, and brick-and-mortar components. A collaborative invitation-only music event was held in Los Angeles to celebrate the partnership, inviting attendees to co-create within a live performance atmosphere.