When Boost stepped onto the scene in 2015, the footwear industry took notice. The best in comfort and the best in responsiveness—at the same damn time. It became the holy grail of midsole technologies. From running to Yeezy, its integration into almost every adidas category has been demanded by consumers everywhere. Often imitated, never replicated—Boost is the greatest footwear technology, ever. When we were briefed on the project, we accepted the challenge to celebrate Boost as the icon that it is.

Within these pages we’ll be illustrating our process from concept to creation through writing, capture, and design. A transparent retrospective into all of the work behind the work—the endless iterations of ideas and designs that hit the cutting room floor. From tight deadlines and mirage deliverables to agencies completely backing out on us—this is the story of the Boostbuster, the ballbuster… Blockbuster FW19.

Responsible for:

Creative Strategy
Voice Direction for Campaign
Headline
Mantra
Retail Messaging
Video script guidance and execution