adidas x Philllllthy x NMD S1

This project stands out as one of my favorites to date. Phillip Leyesa, known as Philllllthy from New York, transformed a blank white NMD S1 by dip-dyeing it blue, distressing it with sandpaper and scissors, creating a video that went viral. Following this, adidas signed him to release his own adidas x Philllllthy x NMD S1, showcasing his signature Japanese-inspired style. Only a handful of individuals, including Pharrell, have redesigned the NMD. This was a significant moment, particularly for the Asian Pacific Islander community.

I collaborated with adidas to capture and narrate this remarkable story. We divided it into three parts: seeding kits, product shots, and a celebratory dinner for Phil and his closest friends. I developed a three-day shot list, worked closely with our design team on strategy and location scouting, and captured everything through a collection of stills and motion clips for press, e-commerce, and social media. We compiled a toolkit for global use and devised a campaign/content rollout plan for adidas to implement.

Photo & video by Sophie Hur & Joe Daleo.

Contribution: Lead Producer, Account Manager, Influencer Management, Event Manager & Art Director.