Power Dream x Adidas
[type]
Brand Campaign
[role]
Art Director, Creative Strategist, Editor
[year]
2023
[about]
Power Dream is an Adidas campaign uplifting young women and non-binary athletes during the Women’s World Cup. Centered on the belief that everyone deserves the freedom to dream and the power to do, the campaign inspires rising players to set goals, find community, and see themselves in the game. While the story begins on the field, its message reaches far beyond sports—encouraging Gen Z and millennials to pursue their own dreams, in any craft or medium, with the confidence and support they need to achieve them. I supported creative direction and produced visual content for digital, retail, and social rollout.
POWER DREAM SPEC COMMERCIAL
Digital Campaign:
#PowerDream
The digital campaign extended the message through brand-adjacent voices like Trinity Rodman, Jenna Ortega, and Wales Bonner. Using #PowerDream, they shared their own power dreams and invited audiences to complete the prompt, “the freedom to dream, the power to ____,” creating a wave of participation across sport and culture.
#PowerDream
〰️
#PowerDream 〰️
OOH CAMPAIGN:
The OOH art direction drew from the themes of daydreaming and having your head in the clouds. We reframed these ideas as sources of power, pairing them with dynamic imagery of women soccer players in motion to celebrate ambition, focus, and forward momentum.
Activation:
Goal Power in the Park
Goal Power in the Park was a community-facing activation designed to bring the energy of the Women’s World Cup into local neighborhoods. The event broadcasted matches live on-site while inviting visitors to set personal goals, share their power dreams, and participate in community-driven moments of support and celebration.
In-Store Experience:
The Hall of Dreams in-store experience brought the Power Dream message off the field and into retail spaces. The installation highlighted the power dreams of players competing in the Women’s World Cup and invited customers to set goals of their own while exploring exclusive tournament merchandise.
