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adidas on Pomelo Singapore
Project type
Creative Direction, Art Direction, Film Direction, Sports Campaign, Localisation
Date
2020
Location
Singapore, Chiangmai
Role
Creative Director, Film Director
Meeker
Nicole Lee
Pomelo is a Southeast Asian digital fast fashion brand with a particularly strong appeal to 18-35 years old digitally-proficient women. In 2020 it launched it's platform to offer customers a wider variety of categories and brands to choose from.
The campaign celebrates the launch of adidas on Pomelo's platform offering in Singapore while spotlighting a curated selection of high profile brands. Nicole worked as the creative director for the ad campaign, social campaign and e-commerce art direction.
Nicole worked on the pitch and execution for the project in areas of creative, art and film direction. One notable mention is that the film was directed and produced remotely across 3 locations, working with Rae's team via google meets for pre, onset and post production.
The creative direction celebrates adidas' brand values and #PomeloGirls DNA. Each #PomeloGirl featured embodied the three pillars of the campaign messaging;
@this.is.rae is an AI influencer who pushes the boundaries of 'impossible is nothing', @kazzrozza is a paraplegic influencer who best represents breaking your boundaries. @hashyyusof is a fashion and lifestyle influencer from Singapore who reflects the value of owning your individuality.
