NHL Jersey Campaign 2018

Motion Designer

Duration

0:15

Role

Motion Designer

Description

Malcolm McNeil and I worked together to develop brand content for the 2017 campaign promoting the release of Adidas National Hockey League Jerseys. During the pre-production phase, we collaborated on the overall concept and strategy, then split off to work on our respective portions. Malcolm took the lead on photography, while I led the motion design aspect of the project.
Adidas needed to create digital content to promote their NHL jerseys in New York City, using the expertise of local creators to strengthen their position in sport and culture. The content had to incorporate required photography, include motion, and be limited to 15 seconds due to Instagram's restrictions.
In response to the need to create excitement and awareness around the Adidas NHL jerseys in NYC through the lens of local creators, we developed several pieces of content that were published on Adidas NYC social media channels, including Twitter, Instagram, and Instagram Stories. By highlighting the relationship between sports and hip hop in New York City, we were able to generate high levels of engagement on the Adidas NYC Instagram page, with the content receiving thousands of likes, shares, and comments.

The info.

Malcolm McNeil and I worked together to develop brand content for the 2017 campaign promoting the release of Adidas National Hockey League Jerseys. During the pre-production phase, we collaborated on the overall concept and strategy, then split off to work on our respective portions. Malcolm took the lead on photography, while I led the motion design aspect of the project.

The issue.

Adidas needed to create digital content to promote their NHL jerseys in New York City, using the expertise of local creators to strengthen their position in sport and culture. The content had to incorporate required photography, include motion, and be limited to 15 seconds due to Instagram's restrictions.

Hybrid events are only as strong as the software that connects everything.

Our Virtual Event Platform is a digital venue; an online manifestation of your gathering.

Moodboard

Animation Process

I led the motion design aspect of the project, ensuring the content was visually captivating and optimized for Instagram’s 15-second format. The animation focused on smooth transitions and dynamic effects that complemented Malcolm's photography, reflecting the urban energy of New York City. The final animations aligned with Adidas' branding and played a key role in driving high engagement for the campaign.

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Project Highlights
In collaboration with Malcolm McNeil, I developed the motion design for the 2017 Adidas NHL jersey campaign while Malcolm focused on photography. Our efforts centered on creating short, dynamic content that captured the energy of New York City's sports and hip-hop culture. The goal was to produce visually compelling digital assets to be shared across social platforms, especially Instagram, all within a 15-second time limit. The campaign was designed to emphasize Adidas' connection to both sport and culture.
Results or Impact
This was a very successful campaign, with one Instagram post alone receiving over 20K interactions within just a few hours. Other platforms, such as Twitter and Instagram Stories, saw similar levels of activity, contributing to easily over 100K interactions online. The full metrics have not been provided. The buzz created around the NHL jersey release strengthened Adidas' presence in both the sportswear and streetwear communities.
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