Overplan but
don’t overthink
If the idea feels right, it is. Lock it down and protect it.
ADIDAS NEO
Selena Gomez
The evolution of an icon

Working on the adidas neo/Selena Gomez collaboration over the course of several years, each broken into four quarters, provided interesting challenges. The brand needed the story to evolve, season after season. Not one to stand still, Ms. Gomez is always striving to improve herself. She’d graduated from tween to celebrity grown-up solo artist, and she was hungry to evolve her persona. We charted a creative path that allowed her to keep it fresh and not feel like she was repeating herself. Ultimately, as she evolved, so did the brand.

  • CAMPAIGN IMAGERY
    [PHOTOGRAPHER: HARPER SMITH]

  • CAMPAIGN IMAGERY
    [PHOTOGRAPHER: HARPER SMITH]

  • CAMPAIGN IMAGERY
    [PHOTOGRAPHER: HARPER SMITH]

  • Campaign hero imagery
    [photography: Dusan Reljin]

  • Campaign hero imagery
    [photography: Dusan Reljin]

  • Campaign hero imagery
    [photography: Dusan Reljin]

  • Campaign hero imagery
    [photography: Dusan Reljin]

  • Campaign hero imagery
    [photography: Dusan Reljin]

  • Campaign hero imagery
    [photography: Dusan Reljin]

  • Campaign hero imagery
    [photography: Dusan Reljin]

  • Selena Gomez Brand Video [Director: Dusan Reljin]
More Work