Shortly after Sid Lee won the account, I had the pleasure of contributing to its second global campaign for adidas, “All in”. Tasked to create a cultural anthem, this massive story-telling undertaking encapsulated three of the brand’s lines of business (style, street and sports) and featured global superstars like Derek Rose, Lionel Messi, David Beckham, Katy Perry, B.O.B, skate-collectives, runway models, entire sports teams and so much more, in one larger-than-life 360 campaign.

It went on to win many (read, many) awards, boosted global sales and was one of the most important campaigns of our generation.