KAEDEN DRAPER PORTFOLIO
Adidas Advertising Campaign
An advertisement campaign connects with existing customers who value athleisure products but do not associate themselves as athletes or have strong emotional connections to the stories told by traditional sports advertising.
Synopsis
This work is similar to life-style focused campaigns currently used by competitors like Nike and Puma who often advertise their clothes as a blend of athletic gear and daily athleisure wear.
Process
I began structuring the project from research, ideation, production, feedback, and final delivery. When researching I found various works that overlap athletic brands and streetwear styles, and found that Adidas doesn’t really focus on this type of advertising, even though they have a huge audience, who would appeal to that style of marketing. After developing and pitching my concepts, I moved to preproduction and ironed out all of my photoshoots, models, and gear rentals that I would need to complete my project.. When I started my production phase I arranged models, production assistants, and executed four photoshoots that resulted with over 500+ photos, after review and culling through the photos I started basic edits in Lightroom Classic and moved to Photoshop to begin compositing and refinement. After completing my first iterations of my project I used feedback cycles with multiple groups (Industry Professionals, Professors., Peers, and Non-creative audiences). After gathering all feedback, I refined and implemented changes based on what my audiences said. Upon completion of the project I gathered all assets and documentation for final delivery.
Result
The project resulted in a cohesive and creative advertisement series that successfully reached audiences. It was completed on time despite minor roadblocks and challenges, such as scheduling with models and PA’s. Gear renting was also an issue since I was working with a local vendor that was also using them for their professional work. I managed these challenges effectively by using Google Calendar and Notion for scheduling and task management.
