As Senior AD, I conceptualized, presented, and directed the 2025 adidas Back to School commerical campaign—a comprehensive, 3-month set of assets encompassing Kids, Teens, and NIL athletes. I led a multidisciplinary team of designers, photographers, stylists, and more, ensuring the campaign authentically represented the adidas brand.

Beyond delivering over three months of e-comm and paid media assets, I spearheaded the creation of a Retail Toolkit, enabling partners to seamlessly adapt the content for in-store communications across North America.