adidas: Terrex Two Ultra Parley
A global 360 campaign for adidas outdoor, launching the new long-distance trail running shoe: the TERREX TWO Ultra Parley. As lead creative copywriter, I crafted the initial narrative concept through to storyboards, VO script, athlete interviews, and all final copy for digital and social channels across EMEA.
Concept: Further Than Far
This campaign was all about surpassing your goal, taking a leap into the outdoors and becoming part of nature, and it was this aspect that set the story apart. Many trail runners see the sport as a form of meditation – so we made sure to weave this into the campaign through minimal and clean art direction, affirmation-like headlines and CTAs, and slow paced video editing.