Credit where credit is due, the adidas NYC flagship Design Director and DCD agency in LA masterminded the lit geometric display setup. Dynamic stuff. I curated and placed the pictures to tell a familiar story that connects with the female athlete.
The window display is a storyboard of the women’s run and shows different levels of intensity from rest to sprint — and deftly balances product visibility and compelling visuals. My many years in editorial design came in handy, as it always does with now-ubiquitous storytelling visuals.
Inside, an LED panel under a printed scrip sheet scrolls the mantra for the campaign, animated by me. I warned my boss that the structure was too low and someone would walk on it. He didn’t pay much heed. Someone walked on it and broke a bunch of its LEDs.
[ For adidas ]