adidas Y-3 FW17 celebrates Yohji Yamamoto's longstanding inspiration from sci-fi and horror films as it plays with elements based in both nature (rock, dirt, grass) and technology to create a futuristic edge. The adidas Y-3 brand always challenges
Involvement: Account Management, Partner Management, Brand Strategy, Production, Integrated Marketing, Digital and Social Media Strategy
Objective: adidas asked Lloyd&Co. to develop an integrated advertising campaign for the adidas Y-3 FW17 collection, and collaborate with a partner agency to oversee the production of social media assets and roll-out plan.
Solution: We first focused on understanding the inspiration behind Yohji Yamamto’s collection and fashion show execution to concept various creative directions that represented the convergence of nature and technology. Ultimately, we decided to use grass, rock, and dirt in-studio to create a comparative effect on the apparel and footwear.
I managed the partner agency throughout the project and oversaw the execution and treatment of social media assets to ensure alignment of the overarching concept. We collaborated on how to best optimize adidas’ consumer engagement.