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adidas Originals
Coachella 2018 Strategy, Content and Consumer Experience

People can overthink going to a music festival: What to wear? What to bring? Just GO, people.

Brands can’t overthink going to a music festival, or they’ll be lost in the chaos like cheap sunglasses and empty lighters.

adidas Originals understands that banners don’t win hearts and minds, no matter what size or placement. We did overthink – on how to deliver an integrated social, retail AND on-site activation campaign that engaged and inspired creators… making adidas the most-talked-about brand before, during and after Coachella.

The Road to Coachella lookbook led to an active campground presence: product giveaways, photo booth, roaming activation carts and content capture. It added up to a memorable experience for the real VIPs: the general-admission, pay-their-own-way masses.

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

  • LOOKBOOK KEY IMAGE
    [PHOTOGRAPHER: CULLY WRIGHT]

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