adidas / One in a Billion
adidas wanted to launch its global brand platform, I’m Here to Create, for the largest market in the world, China.
In a culture that rewards conformity, we launched a campaign with the ambition to inspire a new generation of Chinese athletes to unleash their creativity in sport as a means of self expression. To stand up, stand out and join the movement to be the One in a Billion.
The campaign launched across China with an anthem film, as well as OOH and social media activations that use a red 一 (the Chinese character for ‘1’) on top of athletes' faces, showing that anyone can be the One in a Billion.
- Project Roles
- Creative Director
- Art Direction, Cinematography, Creative Direction, Design, Filmmaking
- Advertising, Brand Films, Commercials - Broadcast, Social Media Content
- Project Industries
- Advertising, Sports