Adidas Terrex -
SS24 Global Campaign.

As Design Lead for Adidas, part of my role involved art directing the global SS24 campaign shoot for Terrex in San Francisco. This project marked the first major rollout using the brand’s new Expression System. Making it a key piece of work
in establishing how Terrex shows up visually and emotionally moving forward.

As the first team to work within this updated framework, we were responsible for interpreting and shaping the guidelines in a way that felt both globally scalable and locally resonant. We worked closely with the brand team to balance nature
and performance, technical precision with energy, and grounding the direction
in Terrex’s ethos of “multi-terrain movement.”

We worked across photography direction, casting, wardrobe, location, treatment and overall tone to ensure consistency and adaptability for global markets.