My role: Director of Brand Strategy & Senior Copywriter
We built this campaign to ignite the conversation about how Donovan “Spida” Mitchell played like a veteran—not a rookie—leading up to the 2018 NBA Rookie of the Year announcement. Regardless of ROY outcome, we celebrated Donovan’s incredible first season and elevated his status as an adidas asset.
Campaign Highlights: Garnered over 10 million impressions and nearly 1.5 million story swipe-ups.
Note: This work is not for redistribution. It is shown for portfolio purposes only. The adidas Rookie campaign was a collaborative project with Times10.