Brief: Land the GLITCH boot as uniquely disruptive.

Role: Creative lead, art director, writer, director. I also wrote an original soundtrack.

GLITCH ME was an 11-episode Instagram Stories series that promoted adidas' experimental "GLITCH" boot range - a collection of interchangeable skins that were at the time only available by phone in London, Paris and Berlin, targeted heavily at young, social media-savvy, urban players.

But this campaign was unique for me because it wasn't a response to a brief. Instead, after adidas saw the basic idea behind GLITCH they were inspired enough to find a reason to create it. I went on to write, direct and score the series.

adidas wanted to land GLITCH as a unique product. They focused on the community of wearers, who they knew are highly engaged and capable of promoting the product on social media if they loved it enough. Yet exclusivity was paramount - the product was only available through a code, distributed by the community.

Above all, the content had to be original, exciting and like nothing else on their platforms - just like the product. 6 months later, adidas called it 'the strangest thing we've ever put on our channels.' They also said it had helped to inform their comms for SS18, and the influence is evident in the Predator launch campaign and the current GLITCH content, which I love.

The content is rough and ready, and far from premium product porn (we covered the gaps in budget with retro graphics, in-camera effects and occasionally donning morph suits to be keyed out later) but it stood out and made users take notice, telling an engaging story on a platform that can all too often be throwaway.