adidas originals | dreamer

2022

adidas originals — Home of London's Originals
Carnaby Street flagship window, March 2022

Selected as the featured artist for the Carnaby Street flagship window as part of Adidas Originals' Home of London's Originals campaign, working through agency IMA Global. The brief championed an emerging London artist to take over the window in full, anchored around the Superstar Tracksuit.

I led the concept and direction end to end: an animated avatar styled in a custom Adidas Originals look for the front-window turntable, a printed back panel telling the story behind the work, and an Instagram AR filter that let passers-by step into the outfit themselves. The window became a two-way moment between the flagship and the street, with the campaign rolling out across my own channels alongside it.

One of my first major brand commissions, delivered at flagship retail scale.