UX/UI | UX Visual | Visual Design | Art Direction | Creative Direction | Brand Systems | eCommerce Experience Design | Campaign Experience Design | Web & Mobile Design | Prototyping | Cross-Functional Collaboration
HEROES AMONG US
ADIDAS | MARVEL (2019)
What: adidas North America Back to School campaign
Timeline: 6 Weeks
Targeted Audience: Basketball and Comic Book Fans
My Role: Art Director, Sr Digital Designer, Visual UX, Video and Motion Graphics
Timeline: 6 Weeks
Targeted Audience: Basketball and Comic Book Fans
My Role: Art Director, Sr Digital Designer, Visual UX, Video and Motion Graphics
This opportunity was a once-in-a-lifetime experience, collaborating with Marvel and its artists in London to develop eight mini-campaigns for the Adidas Basketball BU, aligning with the release of Marvel’s Avengers: Endgame.
BUSINESS CASE
Athletes were assigned superhero personas, inspiring the design of corresponding shoes (designed a year before the movie release). I collaborated with Marvel artists to craft comic book narratives, leveraging the content for on-site, email, and social media campaigns. Whenever possible, I prioritized motion graphics over static imagery, a departure from traditional Adidas campaigns.
IDENTIFIED CHALLENGES
Working through layers of complex content presented a challenge at first.
WINS
Content was set up like online comic books where you scroll to reveal the full story. Emails were set up in 5 blocks or slices that spanned over 5,000 pixels, a format that analytics indicated exceptional engagement. It showed viewers making it to the bottom of the emails and clicking through, surpassing engagement metrics for any previous Adidas basketball email campaigns.
Mobile-First Product Execution
As part of adidas’ mobile-first strategy, I led the design and delivery of motion-forward, app-specific content at a time when the adidas app was still early in its lifecycle. The goal was to establish a premium, cohesive experience across web and mobile while setting a clear visual and interaction standard for future releases.
To align design intent with implementation, I partnered closely with engineering to create detailed visual walkthroughs and interaction specs that communicated hierarchy, motion behavior, and content flow. These artifacts became a shared reference point across product, development, and the Basketball business unit—allowing us to secure stakeholder approval before development began and reduce rework downstream.
Challenges & Constraints
One early blocker was a delay in creative approval tied to licensing requirements rather than design quality. The issue was quickly resolved by standardizing legal attribution across all deliverables - allowing the team to regain momentum without compromising timelines or scope.
Outcomes & Impact
This project required close collaboration with multiple teams across time zones, including an external creative group based in Amsterdam. Clear documentation, structured handoffs, and consistent communication ensured alignment despite the geographic gap.
The result was a scalable, mobile-first content system that:
- Maintained consistency between web and app experiences
- Enabled faster development cycles through upfront alignment
- Established a reusable framework for motion, layout, and storytelling in the adidas app
The approach helped elevate the app experience at a critical moment in its growth and informed how future Basketball and brand campaigns were designed, reviewed, and shipped.
