ADVERTISING

adidas

Trae3

Agency: Johannes Leonardo

Description

In collaboration with the Atlanta Hawks NBA Basketball Player, Trae Young, “Trae” by Tim Young, delves into the heart of Trae Young's journey, capturing the essence of his persona and shedding light on what truly matters when the lights are bright and the noise is loud.

Set to resonate with the Gen Z audience, "Trae" by Tim Young focuses on authenticity and candid moments of joy, both on and off the court. It's a bold departure from the glitzy and overproduced norm, where production is stripped back to let the real Trae Young shine through.

The campaign's visual direction revolves around showcasing the genuine side of Trae, allowing viewers to witness the seldom-seen moments through the eyes of his younger brother, Tim. Contrary to the persona of a “villain” that may have been portrayed publicly, this spot aims to capture the essence of Trae, resonating with the audience in a deeply emotional way. The teams created this campaign in an effort to redefine the way signature shoe launches are perceived in the industry.

This professional campaign titled 'Trae3' was published in United States in August, 2023. It was created for the brand: adidas, by ad agency: Johannes Leonardo. This Film medium campaign is related to the Sportswear industry and contains 1 media asset. It was submitted 8 months ago.

Credits

Johannes Leonardo
Jeph Burton             Group Creative Director
Hunter Hampton         Group Creative Director
Zack Browne            Creative Director
Alfonso Ruiz             Creative Director
Shaung Wan            Design Director
Hannah Lo Bello         Senior Designer
Chris Chance           Copywriter
Kelechi Mpamaugo      Art Director
Tina Diep               Executive Producer
Travis Kinsella           Senior Producer
Joe Bringuier            Senior Business Affairs Manager
Sam McCallum          Head of Account Management
Jack Haley              Account Director
Jessica Levy            Account Supervisor


adidas
Alasdhair Willis             Chief Creative Officer
Nic Galway               SVP, Creative Direction
Paul Webber              Sr Global Brand Marketing Director
Jalal Enayah               Sr Footwear Designer
Miles Jackson Cartwright    Manager Communications Basketball
Cameron Major            Global Communications Manager
Brandon Carr              Global Brand Marketing Manager
Langston Morris-Walker    Sports Marketing Manager
Allen Xie                 Marketing Manager
Chloe Gibert              Manager Communications Basketball
Melissa Chun             Global Category Director Basketball Apparel/Accessories
Barbara Sitangaan        Assistant Manager Storytelling
Miles Bergstrom           Producer Creative Shoot & Production
Connor Martin             Producer Creative Shoot & Production
Brendan Logan            Producer Creative Shoot & Production

Paige Dorian Production
Paige Dorian           Executive Producer
Sevier Crespo          Producer
Aubree Reda           Production Manager
Nick Tuttle             Production Supervisor
Naveen Thavathiru      Photographer
City James             DP
Darrin James           DP
Mitch Yapko           1st AD      
Ben Rasmussen       Location Manager
Joe McKay           Set Designer / Prop Stylist
Sue Choi            Wardrobe Stylist
Groomer             Ashley Humphreys


Finishing by One Hundred Berlin
Brett Kincaid            Partner
Jasmine Plata          New Business + Talent Director
Josh Rappaport         Producer
Michael Czeizinger      Producer
Alexi Bednarcyzk        Producer
Julie Heuse        Account Manager

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