As Project Lead, I developed the campaign concept and pitch deck for the adidas NMD S1, managing a £10K budget and overseeing all creative production—from casting and location scouting to treatment, shoot direction, and post-production.

The campaign delivered a multi-layered editorial built around lifestyle and performance storytelling, including:

• A hero video project

• An original DJ mix and soundtrack

• A physical activation featuring the campaign protagonist performing a live DJ set in a local nightclub

The concept strategically repositioned the NMD S1 as a product that bridges culture and performance, connecting adidas with both style-conscious consumers and the creative community.

The project achieved 2× typical social engagement and strengthened adidas’s brand credibility within the streetwear, music, and urban performance spaces.