A one-of-a-kind Super Bowl LVII experience.
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Client: adidasRole: Senior Designer Agency: Happylucky
Summary
To show up at the biggest sports moment of the year, adidas hosted a multi-day hospitality experience during Super Bowl LVII in Phoenix. We were brought in to evolve the “Impossible is Nothing” creative direction, building a cohesive visual system across space, product, and experience.
The ask was to create a memorable, inclusive environment that reflected the brand’s energy while celebrating the beauty of the Southwest. Our solution focused on interaction—between guests, with the space, and with the brand—crafting a sensory experience rooted in connection and possibility.
The space welcomed over 340 attendees, with 344 RSVPs and more than 450 personalized seeding kits delivered. From custom gifting moments to layered storytelling, every detail was designed to bring the “Impossible is Nothing” ethos to life—celebrating community, creativity, and the energy of the Southwest.
A movement-forward photoshoot for an iconic silhouette.
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Client: adidas OriginalsRole: Art DirectonAgency: Happylucky
Summary
adidas challenged us to create a lifestyle and product-driven shoot for the iconic Superstar, transitioning from FW24’s bold, colorful narrative to FW25’s confident, high-contrast tonal world. We needed to showcase the shoe’s legendary versatility, rooted in heritage while driving culture forward.