Image from the adidas commerical photoshoot of two women

adidas Commerical

adidas · TBWA \ NEBOKO · 2025

Global brands such as adidas require large pools of photography for commercial use throughout the year. Shot in Cape Town over two weeks, these galleries can be utilised to promote specific products or during cultural holidays, such as Father's Day.

Role: Designer & Art Director

Creative Director: Theo von Aspern
Senior Art Director: Benjamin de Villiers
Senior Producer: Rick Naude
Producer: Olinda Da Achada
Business Director: Sanne Vreede
Brand Manager: Domagoj Zulj
Brand Manager: Luis Cexus

Creative Producer: Brahm van der Hoeven
Photographer: Lucho Vidales
Photographer: Pol Foguet
First AD: Spiridula
Wardrobe & Styling: Lethabo Motlatle
Hair & Makeup: Makaira Dullabh

Creative Producer: Brahm van der Hoeven
Photographer: Lucho Vidales
Photographer: Pol Foguet
First AD: Spiridula
Wardrobe & Styling: Lethabo Motlatle
Hair & Makeup: Makaira Dullabh

Image from the adidas commerical photoshoot of two teenagers
Image from the adidas commerical photoshoot of a women in a swimming outfit
Image from the adidas commerical photoshoot of a father and son playing minigolf

Photoshoots and stress-testing AI

Large amounts of work go into photoshoots such as these. The photography must have global appeal; be flexible enough to be used across wide ranging platforms; and showcase adidas apparel without feeling contrived. As such, well thought out art direction, location scouting, casting and wardrobe fitting are crucial. On top of extensive production planning. Then comes selects and retouching. The end result is a gallery of images seen by millions as they shop with adidas.


A core element of this project was also to stress-test the feasibility of utilising AI. Should a piece of clothing need replacing, how best to go about doing this? What would the production pipe-line be if we wanted to update the photography per global market? Cut to many hours spent studying AI renders and developing methods to seamlessly integrate real subjects within completely AI generated backgrounds.

  • Image from the adidas commerical photoshoot of a young man sitting confidently on a chair
  • Image from the adidas commerical photoshoot of a young man perched on a stool
  • Image from the adidas commerical photoshoot of a young man stood on set
  • Image from the adidas commerical photoshoot of a young man smiling
  • Image from the adidas commerical photoshoot of two young men smiling
  • Image from the adidas commerical photoshoot of a young man looking up at the camera
  • Image from the adidas commerical photoshoot of two young men walking
  • Image from the adidas commerical photoshoot of a young man stood still while another walks behind
  • Image from the adidas commerical photoshoot of a young man sitting confidently on a chair
  • Image from the adidas commerical photoshoot of a young man perched on a stool
  • Image from the adidas commerical photoshoot of a young man stood on set
  • Image from the adidas commerical photoshoot of a young man smiling
  • Image from the adidas commerical photoshoot of two young men smiling
  • Image from the adidas commerical photoshoot of a young man looking up at the camera
  • Image from the adidas commerical photoshoot of two young men walking
  • Image from the adidas commerical photoshoot of a young man stood still while another walks behind
  • Image from the adidas commerical photoshoot of a young woman sitting confidently on a chair and holding a pair of adidas shoes
  • Image from the adidas commerical photoshoot of a young woman looking at the camera
  • Image from the adidas commerical photoshoot of a young woman having her hair and makeup touched up
  • Image from the adidas commerical photoshoot of someone wearing adidas shoes
  • Image from the adidas commerical photoshoot of two young women with their arms around one another
  • Image from the adidas commerical photoshoot of two young women standing
  • Image from the adidas commerical photoshoot of a young woman perched on a stool smiling
  • Image from the adidas commerical photoshoot of a young woman sitting confidently on a chair and holding a pair of adidas shoes
  • Image from the adidas commerical photoshoot of a young woman looking at the camera
  • Image from the adidas commerical photoshoot of a young woman having her hair and makeup touched up
  • Image from the adidas commerical photoshoot of someone wearing adidas shoes
  • Image from the adidas commerical photoshoot of two young women with their arms around one another
  • Image from the adidas commerical photoshoot of two young women standing
  • Image from the adidas commerical photoshoot of a young woman perched on a stool smiling
Image from the adidas commerical photoshoot of a young woman sitting confidently on a chair
Image from the adidas commerical photoshoot of a young woman sitting confidently on a chair
Image from the adidas commerical photoshoot of two teenagers sitting on a bench
Image from the adidas commerical photoshoot of two teenagers walking with their dog
Image from the adidas commerical photoshoot of two teenagers walking with their dog
  • Image from the adidas commerical photoshoot of a woman in a swimming outfit
  • Image from the adidas commerical photoshoot of a woman walking in a swimming outfit
  • Image from the adidas commerical photoshoot of a woman in a swimming outfit
  • Image from the adidas commerical photoshoot of a woman walking in a swimming outfit
Image from the adidas commerical photoshoot of a woman smiling in a swimming outfit
Image from the adidas commerical photoshoot of friends sitting in the park
Image from the adidas commerical photoshoot of a father and son
Image from the adidas commerical photoshoot of a father and son
Image from the adidas commerical photoshoot of a father and son playing mini golf
Image from the adidas commerical photoshoot of a father and son playing mini golf
  • Image from the adidas commerical photoshoot of three friends sitting in the park
  • Image from the adidas commerical photoshoot of a father and son
  • Image from the adidas commerical photoshoot of friends lying across a picnic blanket in the park
  • Image from the adidas commerical photoshoot of two men smiling
  • Image from the adidas commerical photoshoot of a father and son
  • Image from the adidas commerical photoshoot of two men laughing
  • Image from the adidas commerical photoshoot of two men talking to one another
  • Image from the adidas commerical photoshoot of father and son playing minigolf
  • Image from the adidas commerical photoshoot of three friends sitting in the park
  • Image from the adidas commerical photoshoot of a father and son
  • Image from the adidas commerical photoshoot of friends lying across a picnic blanket in the park
  • Image from the adidas commerical photoshoot of two men smiling
  • Image from the adidas commerical photoshoot of a father and son
  • Image from the adidas commerical photoshoot of two men laughing
  • Image from the adidas commerical photoshoot of two men talking to one another
  • Image from the adidas commerical photoshoot of father and son playing minigolf

> Portfolio (Work)

> Portfolio (Work)

> Portfolio (Work)