Client: Adidas | Role: Creative / Art Director
Agency: Wasserman
To celebrate the return of the iconic Adidas F50, we transformed Protein Studios into a bold, industrial-inspired space that explored the science and DNA behind the world’s fastest football boot.
New graphic elements, inspired by the contours of the boot, were developed to create a distinctive visual language across the event. Key features included an F50 history wall, a light-speed tunnel, and a MakerLab shirt-printing station, alongside a striking UEFA Champions League display. Guests experienced 3D boot fitting, bespoke dining, and live entertainment, all leading up to the exclusive wear test at Arsenal’s Emirates Stadium.
Designer Keith Chan shared insights into the boot’s evolution, while Zinedine Zidane made a surprise appearance to unveil the new F50 to guests.
I led concept development, art direction, and creative direction, shaping the visual identity and overall experience.
