Adidas x Refinery29
Adidas and Refinery29 are really going big when it comes to female empowerment and creating change for good. This time they partnered to launch the new Adidas Tubular Viral sneakers which are only available for women. In order to make this a big deal, we know that we have to become viral on social media, but not only for the likes, but for the true change. In order to break the internet with great and valuable content the best way to do it is with a memorable launching party which at the same time becomes a content machine.
That we called, the #MakeItViral event.
Art Direction & Copywriting: Pilar Bustamante, María Salas, Sarah Vixama, Luis Martinez
Our idea for the event was to make it exclusive, no more than 250 guests. So who can these guests be? Well, influencers. It's hard and it takes a lot of money and effort to have millions of people focused on what you want at the same place and time, so the smartest way of doing so was to carefully choose a mix of female influencers and public figures that are relevant to the female empowerment movement and are whiling to share their thoughts on the subject, so that way 250 people can become millions more.
Public figures such as Serena Williams, Emma Watson, Amy Schumer, influencers from areas as fashion, sports, healthcare and so on can create a space to share and spark conversations of empowerment and self-improvement amongst social media.
Our mood-board for the event is colorful like Refinery29's philosophy, but still sober and stylish like Adidas. We are using as a base the style of Janine Rewell, a great graphic designer who brings R29's website to a perfect place aesthetically speaking. The event takes place in Brooklyn, NY. in an old warehouse that will look amazingly street-like with her artwork.
Not only this artist, but many more are invited to create Tubular Viral inspired artwork to display in the event with the intention of showing how they see the female figure represented by the sneakers. The idea behind this, once again, is to fabricate all the perfect opportunities for influencers to share on social media.
We know that influencers love blogging everything! So we are aware that the invitation is a big deal in order to create engagement and a perfect first impression, that's why we created this very personal piece for each guest. Just like a new pair of shoes, the invitation comes in a box, really branded this time, with a pair of small Tubular Virals engraved on the sole with the guest's name, party address and date for the event.
Last but not least, we created a Refinery29 limited edition sneakers just for the event, just because we know that people love what they can't have, and even more if the ones that have it are their favorite figures. Don't worry though, we plan to release a limited amount to the public later on.
And about the artwork, we want to make that a symbol for female empowerment for generations to come because we want to create change, so it will remain open for the public as an exhibition where people can visit, capture and share on social media to keep the conversation going.
