adidas x Stella McCartney | FW22
Working with the team at Clubhouse Studio, we created a seasonal narrative, platform and bespoke social assets for 7 clothing drops across the FW22 season. Coming in with a fresh perspective, my concepts led to one of the best performing posts ever on Stella McCartneys’s Instagram - with no media spend needed.
The FW22 season had several firsts for the adidas x Stella McCartney brand, which fuses a fashion aesthetic with movement and creativity. Highlights included their first maternity sports bra, a gender neutral sportswear drop, a continued focus on sustainability and increased transparency on their materials and processes.
Women nurse where they want
As part of the content suite launching the first nursing sports bra from aSMC, we worked with influencers to create reels showcasing both the product and their unique take on breastfeeding. This content was cross posted on both @adidas and @stellamccartney. With no media spend, the post went viral with 650k views.
Creative content capture
Alongside our campaign and e-commerce, we created production efficiencies by concepting additional social creative to be captured at the shoot, like this Reel showcasing the gender neutral drop.
Content for the whole season
The suite of social content covered 7 drops across the season. We used a campaign shoot, an elevated e-commerce shoot, bespoke co-created influencer content and influencer amplification content briefs to ensure that each drop was supported with exactly the right mix of brand narrative and hardworking conversion content.
