To introduce adidas' global Here to Create platform to the Chinese market, we developed One in a Billion, a brand film that explored the role of creativity in athletic performance and personal growth. Rather than focusing solely on competition, the campaign celebrated the idea that creativity is what allows athletes to challenge expectations, develop their own path, and stand apart from the crowd.

Set in Shanghai and featuring real local athletes, the film followed the story of a young player who breaks from convention and inspires others to embrace their individuality. Through authentic stories and documentary-style storytelling, the campaign reinterpreted the Here to Create platform for a new audience while remaining true to the core values of the adidas brand.

As Lead Art Director, I helped shape the campaign from its earliest stages through final execution. I was involved in concept development, scriptwriting, visual development, and production, working closely with creative, strategy, and production teams throughout the process. From pre-production through filming in Shanghai and final post-production, I helped guide the creative vision to ensure the campaign resonated both culturally and emotionally with its audience.

ROLE: Lead Art Director

RESPONSIBILITIES: Creative Direction, Art Direction, Campaign Development, Film Production, Brand Strategy, Global-to-Local Adaptaation