adidas x LEGO® SS’23

After the success of our AW’22 adidas x LEGO® collab campaign, we got to work evolving the concept to coincide with their 90th anniversary celebrations. 

For SS’23, our theme was all about the power of play over perfection. Gone were the out-of-the-box model kits — making way for fantastical creations that could only ever come from inside the mind of child. No instructions. No rulebooks. No constraints.

This time, we landed in Barcelona with a team of 10 young models, photographers, motion and CGI specialists, to capture the content that we’d use to create retail and digital toolkits for the second instalment of this imaginative, multi-channel global campaign.