ADIDAS: NAOMI OSAKA

 PROBLEM: tennis had BECOME a bit boring. Naomi osaka came to change that, but many didn’t know how to respond to (or market) her quirky personality.

SOLUTION: Let’s MAKE A TENNIS CAMPAIGN THAT COULD ONLY BE FOR NAOMI OSAKA, celebratING her fun, youthful, AND playful personality. THE FOLLOWING WORK WAS CREATED TO INSPIRE HER TO RE-SIGN WITH ADIDAS.

LET’S PLAY

FILM

This film isn’t an ad—it’s a thank you letter to Naomi for bringing the fun back to tennis. It is a collection of inside jokes and references Naomi has made. For example, she has cited the Pokemon theme song as her inspiration. She has made jokes about those Mesothelioma ads. She plays 4 hours of the video game Overwatch each day. Every reference in this film is purposeful—it was made just for her, to show her that we truly want to celebrate the fun, playful person she is.

BILLBOARDS

DIGITAL

SOCIAL

LETTER