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.

A group of people hiking on a rocky mountain slope during sunset, with trees in the background, and an overlay text that says 'Free Hiker', 'Go Further', and the 'Terrex' logo.
A woman with dark hair looking up outside, with the shadow of her hand on her face, against a blue sky.
Four hikers climbing rocky terrain outdoors on a clear day.
Hikers walking on a dirt trail in a dry, grassy area with blue sky above, seen from a ground-level, close-up perspective.
Close-up of a person hiking on a rocky trail, wearing TERREX hiking shoes, with text overlay promoting the shoe features: reliable grip, premium comfort, and waterproof. The background shows a mountain landscape.
A graphic design layout featuring outdoor adventure and hiking themes, including photographs of people hiking, shoes, and natural landscapes, along with text promoting campaign photography, visual direction, and key visuals for Terrex brand.
Close-up of moss-covered tree bark, pair of black and red trail running shoes on rocky surface, and a person in light green hiking jacket eating a snack in a rocky outdoor setting.