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ADIDAS
X ALEXANDER WANG
Season 2
Poster series created for Adidas Originals and Alexander Wang’s exclusive SMS-only summer drop, distributed via NYC bike messengers. The campaign embraced bootleg culture and underground rave energy to mirror the city’s raw and fast-paced spirit.
PROJECT TYPE
Poster Graphic Design
Experimental Typography
Fashion Print Campaign
LOCATION
New York City
AGENCY
Johannes Leonardo
AWARDS
Cannes Lions : Bronze Lion
Clio Fashion & Beauty : Gold, Silver
Adweek Best Campaigns of the Year : Finalist
RESPONSIBILITIES
• Designed a poster system using experimental typography and stripped-back compositions
• Developed a visual language referencing warehouse flyers, urban signage, and rave aesthetics
IMPACT
• Drove rapid sell-out of the collection within hours through a disruptive SMS-only buying model and street-level activation.
• Reinforced brand relevance by merging fashion, tech, and underground culture in a format praised as “brilliantly nontraditional.”
• Generated high media buzz and industry acclaim, winning multiple awards including a Cannes Lions Bronze and two Clio Golds.
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