Dawgs Uniform Release

To unveil a one-off blackout uniform for the 2020 season, adidas partnered with Washington Football on a launch campaign, with assets built for the Huskies’ owned channels and amplified across adidas Football’s channels.

I originated the concept and led the project end to end, from creative direction, casting and lighting through photography, post-production and asset delivery. The campaign extended the “Dawgs” concept behind adidas’s uniform design. We shot on location in the stadium tunnel, using the historic black-and-white mural and barred gate that hold players back before they are released onto the field. The monochrome environment echoed the blackout uniform and anchored the work in an authentic game-day ritual.

With no production budget and a compressed timeline, we produced the campaign entirely from in-house resources. The image suite deployed across social, email and web.