The Challenge & My Approach

As Creative Director and Director, I partnered with Hill & Knowlton to launch adidas' social-first global campaign "Energy Running" for their new Boost line. This groundbreaking campaign marked the first time adidas Running included influential runners from key cities worldwide in a global campaign alongside world-class athletes like American sprinter Tori Bowie and Jamaican sprinter Warren Weir.

The brief required content optimized for social platforms that would scale across YouTube, Instagram, Facebook and Twitter, while also working seamlessly in-store environments. The campaign needed to authentically connect with the rapidly growing number of female athletes who look to running as a key part of their fitness routines - demanding both intimate, scroll-stopping storytelling and bold visual impact.

My directorial approach was crucial in solving a complex creative problem: how to create authentic global resonance for influencers from Rio de Janeiro, New York City, London, Moscow and Tokyo while shooting the hero film exclusively in London. Drawing on my filmmaking expertise, I crafted a visual language using architectural design, strategic lighting, and carefully curated locations to build a world that felt genuinely international rather than simply London-dressed-up.

Working with this diverse roster of influencers, I directed content that could be authentically adapted for each market through personalized edits highlighting individual athletes and influencers, while maintaining the campaign's core visual DNA. The result was a social-first campaign that launched a global running movement, supported by Energy Running events across Shanghai, Moscow, New York City, London, Berlin and Rio de Janeiro, proving how creative thinking and keen directorial execution can solve complex brand challenges at scale while creating lasting cultural impact.