adidas Community Curriculum

The adidas Community Curriculum is a mentor-driven educational program created to empower Black and Brown youth. The task was to bring the curriculum to life—directing and producing lesson plan videos, capturing images of community mentors in their spaces, and developing workbooks that tied everything together.

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As Creative Director and Art Director, I oversaw the visual identity of adidas’ 2022 Community Curriculum from concept through completion. I led the art & creative direction across pre- and post-production, partnering with the design team to guide workbook design and collaborating with the production designer to conceptualize and build seven sets for shoots in New York City, Los Angeles, and Atlanta.

To maintain brand cohesion, I worked with the producer to hand-select the director, DP, and photographer, and I designed branded wrap gifts for the production crew and agency, reinforcing adidas’ identity at every touchpoint.