BUDDY WORKOUT
Art Direction: Photo & Video
Design
Concept
Directors: Sam Bathrock & Alex Cullen
Video Production: Resonant Pictures
Photographer: Jenna St Martin
Adidas
The Opportunity
Adidas was launching the All Day app and needed content for a workout challenge. Without dedicated social channels or a product line to anchor ecom placements, getting the content in front of the right audience meant earning the support from other teams.
The Concept
We paired foodie and workout enthusiast Remi Ishizuka with LA-based DJ Sam Duenas to participate in the All Day Buddy Workout, featuring 12 exercises meant to be done with your bff.
The Strategy
The Buddy Workout concept had to earn buy-in from both my team and Women’s team leadership, and work within the constraints of a shared shoot. I built it to do that from the start, threading the All Day app goals with Women’s content calendar and key product stories so that support from their marketing channels was the natural outcome.
Key Brand Stories
Product: All Me Bras & Leggings
City: Los Angeles
The Result
Full buy-in across teams, content that felt like Adidas: authentic, confident, simple, and beautiful.
