As an official sponsor of UEFA Women’s Champions League, adidas wanted to create some content with elite women’s footballers that aligned with their new global campaign, You Got This – which encourages athletes to bring back the joy in sport in order to overcome high pressure moments.
Working with players from Barcelona and Chelsea, my approach was to create off-the-wall self-help guides which showcased some, er, unconventional techniques that could be used to disarm pressure.
THE ADIDAS GUIDE TO OVERCOMING PRESSURE
The films were heavily influenced by cult Swedish director Roy Andersson, known for his absurdist humour (I managed to sneak in a tribute to his 2007 film, Du Levande).
We knew that these stylised films would perform well on Instagram but not on TikTok – where content needs to feel self-shot and authentic to get organic interaction from the audience – so we also created separate TikTok edits.
CREDITS
CLIENT: ADIDAS | MY ROLE: CREATIVE DIRECTOR