Client: Adidas
Integrated Campaign, Lettering, Branded Campaign
Photograph of cut out letters that read "Here to Create."
Inspired by the act of making and the expressiveness of hand-lettering, I started sketching various moods of creativity in sport. Ranging from playfulness and joy to aggression and ferocity, I used multiple techniques to generate a broad range of emotion.
Photograph of chisel-tip brushed lettering reading "Here to Create."
Scanned page of black and white spray-painted "Here to Create" lettering.
Scanned page of spray-painted "Here to Create" lettering done in a stencil font with yellow and black layers.
Scanned page of spray-painted "Here to Create" lettering in a sharp script with red and black layers.
Photograph of "Here to Create" outline of letters cut-out from paper.
Cardboard cut-out of Here to Create script lettering on an exacto cutting mat.
The campaign juxtaposes this lettering with candid sport photography, creating a playful layout of self-expression in action. Using a repetitive pattern, we ensured a pliability across mediums. Whether vertically oriented or horizontally, this usage creates a beautiful texture from afar while also revealing a snapshot of creativity in sport upon closer inspection.
Images of custom lettering overlaying photographs of Adidas athletes across various sports including basketball, boxing, and tennis.
Laptop and mobile devices showing "Here to Create" visual language.
Photograph of various compositions showing lettering overlaying images of athletes including James Harden and Damian Lillard.
Photograph of large "Here to Create" billboard outside of the Adidas North American Headquarters in Portland, Oregon.
Here to Create campaign imagery.
T-shirts were distributed to adidas employees throughout the village and people started to...well....get creative with them. 
Here to Create t-shirt from adidas website.
Photograph of adidas employee on campus toting his bleach-customized Here to Create t-shirt.
Image of person customizing their Here To Create t-shirt by converting it into a tank top with black lace trim.
The campaign had a global reach with a broadcast component as well. Various brand influencers and partnering athletes joined in the fun, showing how they express creativity in sport and in their lives.
Ultimately, the campaign was a success, commercially and internally at the adidas North American Headquarters. The messaging was so influential that individuals across the world were inspired to create, make something new, and have fun. Proving that creativity is contagious, cathartic and something we can all celebrate uniquely.
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