Traditional performance apparel's dirty secret lies in its petroleum-based synthetic fabrics—a significant contributor to the global climate crisis. When Allbirds entered the performance apparel market, I helped craft a campaign featuring local New Zealand athletes against the backdrop of expansive landscapes and bold typography. Strategically positioned around the 2021 Summer Olympics, the launch campaign challenged industry conventions while giving customers a reason to run towards the natural alternative.
Role:
Art Direction, Design Development, On-set Production
Credits:
Creative Director: Ben Chatfield Copywriter: Rian O’Niell Designer: Serena Chen Operations: Alle Schreiber DP: Kris Hermansson Photographer: Chris Sisarich Producer: Wrestler
Timeline:
July—August 2021
Traditional performance apparel's dirty secret lies in its petroleum-based synthetic fabrics—a significant contributor to the global climate crisis. When Allbirds entered the performance apparel market, I helped craft a campaign featuring local New Zealand athletes against the backdrop of expansive landscapes and bold typography. Strategically positioned around the 2021 Summer Olympics, the launch campaign challenged industry conventions while giving customers a reason to run towards the natural alternative.
Role:
Art Direction, Design Development, On-set Production
Credits:
Creative Director: Ben Chatfield Copywriter: Rian O’Niell Designer: Serena Chen Operations: Alle Schreiber DP: Kris Hermansson Photographer: Chris Sisarich Producer: Wrestler
Timeline:
July—August 2021
Traditional performance apparel's dirty secret lies in its petroleum-based synthetic fabrics—a significant contributor to the global climate crisis. When Allbirds entered the performance apparel market, I helped craft a campaign featuring local New Zealand athletes against the backdrop of expansive landscapes and bold typography. Strategically positioned around the 2021 Summer Olympics, the launch campaign challenged industry conventions while giving customers a reason to run towards the natural alternative.
Role:
Art Direction, Design Development, On-set Production
Credits:
Creative Director: Ben Chatfield Copywriter: Rian O’Niell Designer: Serena Chen Operations: Alle Schreiber DP: Kris Hermansson Photographer: Chris Sisarich Producer: Wrestler
Timeline:
July—August 2021
Campaign photography featuring New Zealand athletes against natural landscapes
Campaign photography featuring New Zealand athletes against natural landscapes
Campaign photography featuring New Zealand athletes against natural landscapes
Retail window display at the 5th Ave NYC Flatiron location
Retail window display at the 5th Ave NYC Flatiron location
Retail window display at the 5th Ave NYC Flatiron location
In-studio photography highlighting uncompromising functionality for the new product category
In-studio photography highlighting uncompromising functionality for the new product category
In-studio photography highlighting uncompromising functionality for the new product category
Pre-launch educational content about the pros and cons of common synthetic apparel fabrics
Pre-launch educational content about the pros and cons of common synthetic apparel fabrics
Pre-launch educational content about the pros and cons of common synthetic apparel fabrics
