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A new category message and visual system grounded in honest insights that celebrates individuality, inclusion and limitless potential, on and off the court. This new positioning was solidified through a phased digital and broadcast campaign launch, with athlete insight driven storytelling and visuals that get on a face-to-face level with the consumer.

FREE TO CREATE is a mindstate that shapes your world on and off the court. The moment when your  individual creativity allows you to perform on instinct.

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Through a rollout of stills, video and comms strategy we worked to represent adidas Basketball’s perspective on the game and the culture. The sport isn’t just played in the biggest arenas, or by the top athletes - it’s played by anyone with a ball and a hoop. 

With that said, what does free to create look like? It’s the family in Nebraska playing on the side of their barn, kids in China playing via a FPV drone, a father teaching his daughter in Oakland, all demonstrating what “Free to Create” looks like in our world today. 

James Harden’s Free to Create brand film highlights his journey of self-discovery and limitless potential while inspiring our limitless creators to search for their own creative freedom. 

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FREE TO CREATE: THE ADIDAS BASKETBALL FAMILY

The Free to Create mantra was further contextualized by the adidas Basketball roster, with each film further exploring the psyche of the limitless creator.

CREATIVE STRATEGY / CONCEPTING / CREATIVE DIRECTION / FILM PRODUCTION

Creative Agency: KAMP

Production: KAMP

Post: KAMP

September 2019

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UNLOCKING UNLIMITED POTENTIAL FOR ADIDAS BASKETBALL

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Over the summer, Fat Tire partnered with legendary skate brand Vans for a limited-edition release of collab cans and packaging. KAMP worked with Fat Tire to develop an attention grabbing, co-branded campaign appealing to the like-minded folks at the cross section of FT’s core audience and younger fans aligned with the Vans lifestyle.

Knowing that TikTok viewers are consuming content differently, KAMP tailored our assets using a platform-relevant approach. A beer can POV concept put the collab product front and center within lifestyle and skate scenes, while an epic fingerboard video edit gave a nod to skate film tropes.

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Collage-based artwork has long represented the DIY connective tissue & rebellious spirit of both Fat Tire and Vans. Drawing from this shared brand DNA, KAMP combined, layered, and juxtaposed elements pulled from lifestyle & in-studio photo shoots as a way to bring product to the forefront.

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ART DIRECTION / BRAND STRATEGY / CONTENT CREATION / COPYWRITING / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PRODUCTION / PROJECT MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP

Director of Photography: Martin Riegel

Editor: Martin Riegel

Sound: TH3RD Sound

Production: KAMP

Post: KAMP

April 2024

Kamp Grizzly is an independent agency creating meaningful connections between the world’s best brands & the cultures they participate in.