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©2025 “Something” “Something” dont sue me. Saul Goodman. I’m just trying to eat.

P005 → adizero

Primary Role: Concept Lead · Creative Director · Strategist · Art Director 
Partners: Oscar Castillo (Co-director) · Small internal support team

Conceptual Storytelling · Cross-Disciplinary Craft · Typography, Color & Grid Mastery
Visual World building · Hybrid Thinking · Cultural Intelligence
Creative Positioning & Adaptation · Systemic Storytelling

With no formal marketing budget and a contractually obligated deliverable for adidas Basketball, I led the creative vision, direction, and execution for adizero 2.0—a lightweight performance shoe designed for speed and freedom of motion. My goal was to elevate a low-resource project into a world-class product moment by leaning into its truths: engineered lightness, Japanese design influence, and cultural relevance.

I developed a concept that drew from anime, car culture, and performance science—positioning adizero 2.0 like a precision speed machine. Inspired by both Japanese design minimalism and anime action aesthetics, the visual language was built to feel sleek, raw, and kinetic. Though budget constraints prevented us from realizing the original manga + anime concept, we translated the storytelling into striking photography, fast-shutter motion captures, and carefully framed visuals that mimicked spoilers, taillights, and turbo-like energy.

This project lives in the Supermajor64 world because it respects the consumer, the product, and the culture all at once. It’s performance meets imagination—grounded in truth, layered with storytelling, and aspirational by design.

Essential Creative Strengths

Theoretical Function: Positioned speed as an identity, not just a feature—rooted in both design and narrative
Practical Craft: Directed fast-action stills, conceptual product framing, and athlete casting
Strategic Thinking: Reframed “no budget” into an opportunity for aesthetic innovation
Application & Execution: Delivered across retail, social, and athlete channels
Cultural & Future Readiness: Tapped into anime, Gen Z culture, and sneaker fandom ahead of curve