The Ultra Boost campaign began as a spec pitch for a product reboot. With a tight concept, some slick visuals, and a little foresight, our scrappy TBWA team turned what was meant to be just a promo video into a full-blown omni-channel campaign (keep reading)
Then, based on this photography...
A loosely structured, multi-day shoot gave us more than just strong visuals, it revealed the strategy. What started as a single deliverable quickly expanded into a broader opportunity to reframe the product through interaction, scale, and storytelling.
...we built this pop-up microsite.
We mixed on-location photography with adidas’ product shots, and some genius digital strategy to build a mobile-first microsite that launched front-and-center on adidas UK. A quick-cut showreel, a store locator, everything you needed, nothing you didn’t.
...and we scaled that to desktop...
The mobile-first layout got a desktop counterpart: bold, responsive, and fully on-brand, keeping the experience sharp no matter the screen size, beautifully coded and intuitively unique.
... and rounded it out with ad reels.
Designed with a lighter touch, these Instagram ad reels leaned into mood over message, quick, branded hits that felt native in-feed, but still pushed the product to the consumer.
Then we brought our vision OOH.
As the campaign grew, so did the need to show up where runners actually are. The OOH layer was inevitable, a mix of tradition and tactical placement. From mall placements, city walls and related readable’s, we brought the Ultra Boost 4.0 back to the streets, letting the product speak in the environments it was made for.
(Creating a serious boost in business, all puns intended)
As the Associate Creative Director on this three-month engagement, I came in to help develop the structure, strategy, and cohesion for a campaign that didn’t yet exist.
My role spanned creative direction, internal alignment, and opportunity spotting, making sure the original promo concept for the Ultra Boost 4.0 not only landed, but had room to expand across channels and touchpoints.
What started as a bold, high-energy video pitch for adidas UK became the foundation for a larger creative system. I helped shape that system, streamlining the narrative, aligning internal and agency teams, and surfacing creative upsell opportunities like the microsite, OOH placements, and social extensions. Each move maximized visual impact while staying on-brand, and yes, helped inflate those TBWA budgets in all the right ways.
We built the campaign around a clear core: reintroducing the Ultra Boost through sharp creative and focused storytelling. Jonathan Mehring’s photography anchored the visuals, spanning wild postings, billboards, digital microsites, and Instagram reels. Every touchpoint followed the same visual language, with just enough flex to shift between street grit and clean design.
In the end, this wasn’t just a product push, it reframed the product. We created a campaign ecosystem that gave the Ultra Boost 4.0 a new found energy and a new voice, bold, fast, and unmistakably adidas.
-
Client
TBWA/adidas
-
Industry
Sports & Fitness
-
Scope
Omni-Channel
-
Role
ACD/Contract
Check out another project.
