Hu Hiking is the second installment of Pharrell Williams' 'Hu' campaign. Shot in the mountains of Japan, this limited collection honors mother nature and the hiking culture.
Involvement: Account Management, Production, Integrated Marketing, Digital and Social Media Strategy, Copywriting
Objective: Pharrell felt very passionate about going to Japan to work with local models on an authentic hiking trail. We focused on establishing a creative direction that brought the colorful, utilitarian designs to life in a global integrated advertising campaign.
Solution: We started with the 'Hu' brand guidelines developed from the debut campaign and created various directions to elevate the brand one step further to continue the momentum of the adidas Originals = Pharrell Williams business. By using the visual cue of pairing images between environmental shots and product shots, we were able to effectively manage both partners and their goals.
This campaign resulted in the most liked image of all time on adidas Originals' Instagram channel.