“For the first-ever partnership between adidas Originals and Transport for London, there were multiple product drops across phases. We led the ideation, art direction and production of a campaign that celebrated the heartbeat keeping London moving 24/7. We created multiple narratives of London’s creativity above and below ground, converging attitudes, styles and history to push the city’s culture forward. Teasers, in-store design experiences and imagery plastered all over the city adapted to the product and different character profiles to deliver messages resonating with all types of Londoners.”