Role: Project Lead Content & Social Media

As the Global Social Media Manager for adidas Originals, I led all publishing, content creation, copywriting and directed the Instagram/Snapchat video stories for this campaign.

We hacked Snapchat and launched the world's first-ever LIVE drone footage story, challenging native behaviors on social media and going beyond what the platform was then capable of.

We also commissioned L.A. based creative duo UZi to shoot the runway show live for @adidasoriginals social channels, with edits produced and published in real-time. These complimented the PR campaign shot by Juergen Teller, but simultaneously provided a different point-of-view that catered to a younger millennial/Gen Z consumer.

This collection was the first time the Trefoil logo was flipped upside down and our social campaign mirrored this sense of disruption.