As the most cross-branded collaboration yet, Pharrell Williams' partnered with adidas Originals and adidas Tennis to create a collection for the US Open. This was the first time Pharrell collaborated outside of the adidas Originals brand.
Involvement: Account Management, Production, Partner Management, Brand Strategy, Integrated Marketing, Digital and Social Media Strategy, Copywriting, Experiential Marketing
Objective: As the collaboration between Pharrell Williams and adidas was set to debut for the 2017 US Open, adidas came to Lloyd&Co. to bridge the gap between the Pharrell and performance brands through an integrated advertising and marketing campaign.
Solution: I worked with the Lloyd&Co. team to create an overarching story that celebrated the collaboration between Pharrell and performance.
Inspired by the 70’s, Mondrian-esque products, we designed a set that converged white and color to bring everything to life. We casted both models and professional tennis players to balance Pharrell’s influence on the athletic collection and blur the line between sport and style. To further amplify the campaign, we created fun and retro digital tutorial short films of each tennis player.
Wanting to do more, I contacted the various partners of the program to pitch that Lloyd&Co. create social media and eCommerce content for their channels. I led the team to develop a full social media and eCommerce plan for the adidas, adidas Originals, and adidas Tennis channels. We created skins, thumbnails, posts, cinemagraphs, and gifs that were unique to each channel and featured across adidas.com, YouTube, Facebook, and Instagram.
The extensive collateral created for this campaign had incredible results as it surpassed sales goals and social media impressions.