“Highlighting the Lack of Representation of Female Athletes in the Media" - creativity

We created adidas global platform “Here to Create Change”, which commits to breaking down barriers and finding solutions to build a future for female athletes in the world’s pitches, fields, and courts of play. This is the spot that launched it — directed by Doug Liman.

Role: Creative & Creative Director

Then, we created an OOH campaign — shot by Nadia Lee Cohen — around the original creator of change: tennis legend Billie Jean King. Each execution pays homage to her life, career, and the actual change BJK has created by tirelessly fighting for women’s equal rights in sports.

The campaign took over NYC for the two weeks leading to the US Open, changing the norms of sports campaigns by making a 74-year-old woman the star of adidas, in a world that usually only features women under 25.