When Adidas began their brand partnership with renowned fashion designer Stella McCartney and collaborated on their first active line, they ran into fairly large marketing problem. Stella's design styles and aesthetic ran directly counter to the existing Adidas brand which had a particualarly more masculine and spartan look. With neither side of the partnership insterested in conceding their branding guides, I was asked to find a balance between the blacks, whites, reds and blues of Adidas' brand, and the soft pastels of Stella McCartney.
To add to the challenge, we had less than 3 weeks to pull it all together from scratch to meet the soft launch deadlines. Because we didn't have the ability to reshoot the fashion line, we decided to use a cutout style with the photography, using Stella's existing catalog shots. By blending that style treatment with the starkness of the Adidas brand, we found a fantastic medium and drove the campaign and resulted in a huge success across all metrics.