A new era of NMD

Studio A was tasked with developing a global visual system to usher the NMD-R1 sneaker into the digital space. Our goal: create assets that were designed to live digitally and speak to the younger generation of fashion enthusiasts. We wanted to shy away from the hyper-cool minimalism that so often dominates streetwear lookbooks, and instead lean into a playful, unapologetic and diverse aesthetic that doesn’t take itself too seriously.

Though I was the designer on this project, in practice I took on more of an art director role. Here are a few highlights:

• I worked on concepting the shoot/design direction and pitched to the client

• Searched to find the right location, talent, photographer, and DP for the chosen concept

• I was especially focused on styling and accessories, both during pre-production and then working in tandem with the stylist and hair + makeup during the shoot

• Combined photos and existing brand guidlines to create dynamic assets for web and social

Client: adidas
Agency: Studio A
Role: Designer

Senior Art Director: Bernadette Little
Senior Content Producer: Chelsea Noonan
Producer: Kyra Bailey
Senior Designer: Colin Sias
Designer: Benj Zeller
Graphic Designer: Stephen Paff
Senior Copywriter: Brandon Brown

Photographer: Alexandra Gavillet
Motion DP: Noah Porter
Styling: Maki Katsumoto
Hair + Makeup: Annah Yevelenko