Art Direction

Full range of motion

Full range
of motion

Crafting a 360° campaign for adidas from interactive video to social storytelling

Crafting a 360° campaign for adidas from interactive video
to social storytelling

Project overview

Grow partnered with adidas to create an innovative digital shopping experience for the launch of FORMOTION, a women's athletic apparel collection. At the heart of the "Watch Us Move" campaign were four immersive 360° interactive videos that allowed users to click and drag to explore complete workout environments—revealing multiple athletes performing different activities simultaneously. By featuring six diverse influencers who represent various lifestyles and activities, we created a holistic 360° storytelling approach that extended from the interactive e-commerce experience to bite-sized social content across Instagram, TikTok, and Pinterest. As art director, I defined the visual language for this multi-platform campaign, remotely directed the 360° video production during COVID-19 safety protocols, oversaw product photography, and designed digital assets that brought authentic athletic performance to life across all touchpoints.

Role

Art Director and Designer

Skills

Concept development, art direction, visual design, photography direction, digital asset creation, social media content strategy

Client

adidas

Agency

Grow

Meet the team

The challenge

In an oversaturated athletic apparel market, traditional e-commerce relies on static product photography that fails to differentiate one brand from another or demonstrate how garments actually perform during movement. For a performance-driven collection like FORMOTION, this approach couldn't communicate the product's innovative benefits or stand out to adidas's target audience. Adding complexity, production took place during COVID-19, requiring me to art direct photography, lighting, and talent remotely via Zoom—translating creative vision through a screen while maintaining the dynamic, authentic energy essential to the campaign.

The concept

Our core insight was simple: static product photography doesn’t give shoppers the full picture. So we reimagined what an engaging shopping experience could be like by placing immersive 360° workout videos at the heart of the product pages, allowing shoppers to see the collection in motion from different perspectives.

The strategy

We identified Instagram, TikTok, Pinterest, and YouTube as our shoppers' sphere of influence, developing bite-sized content from the same production to build awareness across these platforms. This circular approach placed the adidas product detail page at the center—social content meets audiences where they spend time, then funneled them to immersive 360° videos where discovery converts to purchase. Every touchpoint reinforced the next, maximizing both production efficiency and campaign impact.

Results and reflection

Adapt in post-production: When loading performance issues required replacing the embedded 360° videos with looping GIFs on product pages (linking to full YouTube videos in new tabs), we pivoted strategy rather than compromising the vision—this technical constraint actually led us to prioritize the macro stage photography and develop the social media awareness strategy, which wasn't part of the original pitch

Innovate with constraints: Remote art direction during COVID-19 taught me to adapt creative processes without sacrificing vision—proving that limitations can push innovation rather than hinder it
Design holistically, not linearly: True 360° storytelling required thinking beyond individual assets to how every piece—from gel-lit macro shots to immersive videos—reinforced the complete narrative across all touchpoints
Representation is strategic, not superficial: Featuring authentic voices who advocate for LGBTQIA+ rights and share real experiences wasn't just inclusive marketing—it was essential to connecting with adidas's community and differentiating in a saturated market
Multi-stage production = multi-purpose content: Designing the two-stage setup (360° stage + macro stage) from the start ensured every shot captured had versatility built in—which became critical when technical limitations shifted our content distribution strategy

This project validated that the most successful campaigns aren't those that execute the original concept perfectly—they're the ones that adapt intelligently when reality demands it. Sometimes the constraints you encounter lead to better solutions than the ones you pitched.

Adapt in post-production: When loading performance issues required replacing the embedded 360° videos with looping GIFs on product pages (linking to full YouTube videos in new tabs), we pivoted strategy rather than compromising the vision—this technical constraint actually led us to prioritize the macro stage photography and develop the social media awareness strategy, which wasn't part of the original pitch

Innovate with constraints: Remote art direction during COVID-19 taught me to adapt creative processes without sacrificing vision—proving that limitations can push innovation rather than hinder it
Design holistically, not linearly: True 360° storytelling required thinking beyond individual assets to how every piece—from gel-lit macro shots to immersive videos—reinforced the complete narrative across all touchpoints
Representation is strategic, not superficial: Featuring authentic voices who advocate for LGBTQIA+ rights and share real experiences wasn't just inclusive marketing—it was essential to connecting with adidas's community and differentiating in a saturated market
Multi-stage production = multi-purpose content: Designing the two-stage setup (360° stage + macro stage) from the start ensured every shot captured had versatility built in—which became critical when technical limitations shifted our content distribution strategy