SITW — 2020 SEEDING KIT

ADIDAS NAM

Seeding Kit design / Concept, Art Direction & Illustration

With an estimated 35,000 people flocking to the Oceanfront stage, Pharrell Williams’ ‘Something In The Water’ Festival has become a major event for the community in Virginia Beach, VA. The SITW line-up reads like a "Who's Who in Hot Contemporary Music." Just the "Pharrell and Friends" segments feature N.E.R.D, Missy Elliott, Timbaland, Fam-Lay, Gwen Stefani, Usher, Diddy, Snoop Dogg and Busta Rhymes - A total of over 120 performers were confirmed for the 2020 edition.

Unfortunately, the festival was canceled due to Covid-19 and, as a consequence, the production of these seeding kits were canceled as well.

 

The Brief

Conceptualize and design a seeding kit that includes three pairs of footwear from Pharrell’s new adidas collection and a bonus gift of our choice to present to the performers as a gift. Qty: 175.

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The concept

Custom beach tote bags will be created using upcycled adidas vinyl banners.  Each bag will be unique and feature an SITW logo as a stitched patch and the Originals logo in the straps’ webbing. The kit will contain up to three pairs of footwear each in a drawstring shoe bag, a postcard accordion book, and a set of festival patches.

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My contributions

Research, concept development, art direction, design, illustration, and oversight of associate designer work. Also, briefed copywriter and manage copy work.

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Client: adidas Entertainment & Influencer Marketing
Agency: Adidas NAM Brand Design
My Role: Concept, Art Direction & Illustration
Producer: Melissa Casillas
Research, Bag concept & design: Danielle Taraschi
Copy: Monica Lucas & Jessica Stacy
Production Manager: Austyn Johnston

ART DIRECTION, CONCEPT, ILLUSTRATION, PACKAGINGMonserrat GarciaART DIRECTION, CONCEPT, ILLUSTRATION, PACKAGING