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

P007 → Remember The Why

Primary Role: Strategic & Story Lead (In-House Core Team) · E-Com Shoot Lead
Partners: adidas Global Brand Design Team · Creative Director + 3-Person Core Team · agency

Conceptual Storytelling · Creative Leadership
Cultural Intelligence · Mentorship & Taste Curation · Humor + Humanity Balance
Emotional Design Language · Systemic Storytelling

As part of the core in-house team for “Remember The Why” adidas Basketball’s official brand reset I helped shape the emotional foundation of the campaign: why we play. This was more than product marketing; it was a creative mirror held up to the basketball community, reflecting the struggle, joy, distraction, and rediscovery that define the journey.

While our global brand design team led much of the high-polish visual execution, I served as a strategic and cultural translator - bridging internal creative vision with emotional resonance. I advised across messaging, casting, styling, and movement—ensuring every detail felt lived-in, not manufactured. I led the E-Com photography shoot directly and played a hands-on role in the pre- and post-production of the hero film and lookbook, including reviewing selects, ensuring authenticity in storytelling, and pressure-testing moments that felt too forced.

I brought perspective grounded in user empathy: the real kid at home, the young hooper with doubts, the player who's lost track of the joy. This campaign was a moment of reflection not to beat the competition, but to reconnect with purpose.

That’s what makes this a Supermajor64 moment for me: no ego, just emotion. Story as a compass. Strategy powered by lived experience.

Essential Creative Strengths

Theoretical Function: Reframed basketball as an internal journey of remembering purpose
Practical Craft: Led photo production, reviewed selects, advised on casting/styling with care
Strategic Thinking: Rooted messaging in real emotional insight, not trends
Application & Execution: Supported lookbook, film, E-Com and social rollouts with detail and clarity
Cultural & Future Readiness: Helped define the new tone of adidas Basketball—vulnerable, real, and reflective