James Harden Vol 8 Global Adidas Shoe Campaign

Comprehensive Visual and Creative Execution by Nik Johnson

Project Overview

The James Harden Vol 8 campaign was a collaborative effort to showcase Adidas's latest basketball shoe collection through a blend of photography, video production, and design. The project aimed to highlight the shoe's innovative design and features, providing a comprehensive toolkit for global markets to effectively represent the product in their marketing efforts.

My role as part of this project involved supporting the lead photographer, Kyle Huang, in capturing high-quality product shots, as well as taking charge of post-production editing, video production, sound design, and the creation of a detailed design system. The campaign's assets were utilized across digital platforms, social media, and by Adidas’s global marketing teams.

Behind the Scenes

Key Visuals

Tech Video

A dynamic breakdown of the James Harden Vol 8 shoe, featuring Motion Design by Nik Johnson.

Original sound design, and musical arrangement by Laela Johnson.

Role & Responsibilities

Photography & Production Assistance:
Assisted lead photographer Kyle Huang during the photoshoot, ensuring that all aspects of the shoot were executed smoothly. This included setting up shots, managing lighting, and maintaining the quality and consistency of the images.

Post-Production Editing:
Retouched and edited all photos to align with Adidas's stringent brand guidelines. This involved color correction, image enhancement, and ensuring each photo maintained a high level of visual impact.

Design System Creation:
Developed the Harden Vol 8 toolkit, which was shared with Adidas's global markets. The toolkit included resized and edited images, along with multiple pages of guidelines and assets designed in accordance with Adidas's brand standards.

Tech Video Production:

Played a key role in the filming and editing of the Tech Video. The video provided a detailed breakdown of the shoe's design and features and was featured on Adidas's website and social media platforms.