Global campaign • adidas Back-to-School '23 

adidas Global • 2023 • TBWA\X Agency • Art Direction, Campaign Design, Design System • Lead Designer • Photography: Lisa de Wolf

Brief: build a fully modular content system for the FW23 collection, scalable across digital, retail, and membership touchpoints globally.

Lead Designer on the campaign under Creative Director Theo von Aspern.

Pre- and post-production, concepting, and designing the Modular toolkit and Localisation guidelines for global market rollout.

The system covered 157 clothing articles: 375 2D and 76 3D assets across full-price, promotional, and membership channels.

Markets could use supplied assets or plug-and-play templates to build market-specific content independently.

The campaign launched globally. adidas converted the brand heat into commercial results across markets.

Two women in sports attire sitting on a wooden bench in a locker room, smiling and talking. One woman is stretching, wearing football cleats and socks with stripes, with a soccer ball and a t-shirt. The other woman, also in sportswear, has her hair i
A joyful moment between two friends, one playfully pinching the other's nose while the other laughs with their mouth open, both wearing green hoodies outdoors near a fence.
A smiling girl with braided hair sitting on a desk with her legs stretched out, wearing white sneakers, in a classroom with other students working at their desks.
Three teenagers smiling and posing for a photo on a sports court, with a chain-link fence and blue sky in the background. The two girls are wearing white jackets, yellow shorts, and caps, while the boy in the middle is in a maroon jacket and riding a
Empty classroom with school backpacks, notebooks, and water bottles on desks and chairs.
Group of four kids smiling and taking a selfie on a gray couch in a game room, with a pool table in the background, popcorn in a blue bowl, wearing casual sporty clothes.
Two friends smiling and laughing at a counter in a colorful cafe, one wearing a red Adidas hoodie, the other in a gray tracksuit with black Adidas shoes.
Two young female soccer players sitting on the grass near a goalpost, smiling and talking, with a backpack, soccer ball, and soccer cleats in a sports field setting.
Group of six children smiling and playing together on the floor in a classroom, with bookshelves and desks in the background.
Group of happy school children sitting and chatting outside near a brick and stucco building with large windows.
Cluttered wooden desk with various items including a black Adidas hat, black headphones, a black phone with Adidas logo, yellow sunglasses, pink Adidas bag, skullcandy case, jewelry, notebooks, a pink pen, and a chair with a black hoodie that has pin
A smiling boy with curly hair in the foreground holding a backpack, with two other children, a boy and a girl, standing near blue lockers in the background, in a school hallway.
A person wearing a face mask and glasses, holding a camera, taking a photograph outdoors.
Smiling young woman with sunglasses on her head, gold hoop earrings, layered necklaces, wearing a black and pink athletic crop top, black pants with a sweatshirt tied around her waist, carrying a gray Adidas bag, standing outside a shop with a neon '
Two people smiling at a counter, one in a red Adidas hoodie and the other in a gray hoodie with a black Adidas sneaker and striped socks, with a phone showing a group photo of children and teenagers at a counter.
Group of six diverse young people lying in a circle and smiling at the camera.
A mobile phone displaying a sportswear advertisement featuring a soccer player kicking a ball on a field, with a building and trees in the background. The ad promotes back-to-school sports apparel with a "Shop Now" button.
Storefront window display with a back-to-school themed advertisement featuring children in a classroom setting, and text that reads 'back-to-school season is here'.
Two women sitting outside a bus shelter, wearing teal athletic hoodies, smiling and laughing, with a blurred city street and a passing tram in the background.