adidas Originals × Pharrell Williams
Creative Direction
art direction
Design
strategy
For years, Lloyd&Co has been a partner to adidas, starting with campaigns for Y-3, the original fashion-influenced athleisure brand. Since then, we have been the agency to partner with adidas’ creator line Pharrell Williams, creating campaigns for every product drop in his entire collection, as well as the renaissance of the Stan Smith to bring back the classic.
Through our various roles with the brand, we have been able to create campaigns and specialized projects that shine a light on and speak to different communities.
“Built for the Human Race” has been the driving force of all of our Pharrell Williams projects. We have created visual expressions of what it means to be human by tapping into an array of moments within global communities, from North Dakota to the celebration of Holi and more.
Now Is Her Time
In collaboration with adidas and Pharrell Williams, Lloyd&Co developed the launch campaign for the Now Is Her Time collection - a campaign with a singular purpose of amplifying the importance of female empowerment across the world through the power of representation of bold voices making a difference.
The campaign was strategically shot by Collier Schorr whose work explores themes of identity and gender. It is told from the point of view of women from very different backgrounds and the allies who support them. Using an editorial approach to storytelling, the campaign includes a mix of words and portrait style imagery to bring to life the overarching themes of change-making and the power of bold voices.
