adidas holiday fw25

MAKING THE NICE LIST LOOK EASY 🎅🏼 ✨

adidas showed up with a big wish list for the 2025 holidays: a flexible library of still + motion content spanning sport, style, product, retail, e-commerce, social and pro-athlete storytelling. I helped turn that ambition into three tightly orchestrated shoots across Oregon, California and Florida – keeping the creative sharp while a hell of a lot moved behind the scenes.

THE DETAILS

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THE DETAILS *

THE WISH LIST
Build a flexible holiday campaign with enough range to work everywhere from retail to digital without losing that distinct adidas style.

THE CATCH
3 shoots. 3 states. 50 crew. 12 talent. 2 pro athletes. 7 locations. Separate still + motion sets racing the same daylight. All in 6 weeks.

THE MOVE
Built for speed without cutting creative corners. Clustered locations. Right-sized equipment. Talent choreographed between concurrent still + motion sets. Every minute of daylight accounted for.

THE PAYOFF
170 unique assets. One cohesive library built to flex across the ecosystem.

CLIENT
adidas North America

YEAR
2026

PARTNER
Mesa Lange Productions

ROLE
Production Management / Creative Strategy

Bringing a senior creative lens to the logistics 👉 protecting concept + craft from pre-pro through capture.

KEY CONTRIBUTORS
Creative Direction: Sara Schumacher
Art Direction: Katie Beasley, Colin Sias
Photography: Jake Jones
DP: Keaton Rodgers
Producers: Mesa Lange, Chelsea Noonan, Julie Gash, Sherelle Williams
Production Design: Qu Metcalf
HMUA: Lena Walsh, Kylie Sallee
Styling: Amelia Johnson

LOCATIONS
Portland, OR · Newport Beach, CA · Boca Raton, FL

SCOPE + SCALE
6 weeks of prep · 5 shoot days · 3 locations

SCALE
60+ crew · 12 talent · 2 athletes · 20+ vendors

DELIVERABLES
158 still photos + 12 motion cuts = 170 ways to win the holidays