As Lead Designer, I developed a creative concept for adidas CHILE20, exploring the collection through the lens of football, fashion and music culture. Rather than treating the collection as traditional sportswear, the photography placed the product within a more authentic lifestyle context, using character, attitude and environment to give the campaign a distinct point of view.

Colour was a key part of the visual direction, with a bold, saturated palette creating a strong and contemporary visual identity. I also introduced hand-drawn illustrations and graphic interventions, using an intentionally imperfect, tactile style to contrast with the polished photography. Together, the photography, colour and graphic elements created a flexible visual language that brought a more contemporary cultural perspective to the collection.