Adidas SS23
I grounded the art direction in real outdoor environments, letting the landscapes and physical effort speak for the product. Every shot is designed to highlight the Terrex shoes in motion — hiking, climbing, and navigating uneven terrain — positioning them as an extension of the body rather than a standalone object. The camera language feels active and immersive, staying close to the ground to emphasize grip, stability, and durability. By keeping the styling minimal and performance-driven, the focus stays on authenticity and capability.
Client
Adidas
Year
2023
Duration
7 weeks
Role
The key challenge was proving performance without relying on overt technical explanations. Hiking gear audiences value credibility, and anything overly stylized or artificial risks breaking trust. I needed to show that Terrex isn't just worn outdoors, but truly built for it. At the same time, the shoes had to remain visually present without feeling forced or overly product-centric.
I solved this by making real use the hero. Each outdoor action becomes evidence, using repetition of movement and terrain to reinforce reliability. The consistent framing of the shoes during impact moments — steps, climbs, and landings — naturally positions them as the most important tool on the journey. By letting performance lead the storytelling, the film clearly communicates that Terrex is your best companion for hiking, without needing to say it out loud.
