adidas HK: E-Commerce Key Visuals
& Local Campaign Strategy
Project Type:
Creative & Art Direction
Digital Content Strategy
Graphic Design
Ecommerce Execution
The Project:
Conceptualized, designed and executed end-to-end local digital campaigns and multi-format Key Visuals (KVs) for weekly high-priority product launches lacking global creative assets—transforming generic gray-studio product photography into compelling visual narratives and custom collection touchpoints across site and app.
Deliverables:
Master Key Visuals (From Scratch)
Multi-Format Banners (Web & App)
Bespoke PLP Collections
Digital Copywriting
Live screen capture of the top-of-funnel carousel banners on adidas.com.hk (Early September 2026).
End-to-End Campaign Strategy & Workflow
STRATEGIC SELECTION & LAUNCH ANALYSIS: Audited weekly launch schedules to identify high-potential product stories operating without dedicated global marketing support.
CONCEPT IDEATION: Grouped standalone drops into cohesive, trend-focused collections, such as the Polka Dot or Animal Print Collections to maximize visual impact and cross-selling.
Master KV
Product Shot
→
Model Shot
→
Master KV
Creative & Art Direction (From Studio Shots to Master KVs)
Sourced neutral studio product imagery and art-directed unique visual concepts, colour palettes, and graphic elements aligned with adidas HK’s brand guidelines. Text is typically not allowed.
MULTI-TOUCHPOINT BANNERS: Scaled all master KVs into full suites of multi-format digital banners optimized for desktop, mobile, and app-native touchpoints.
STATEMENT CARD EXAMPLES:
3 Stripes Deluxe
Generic Animal Prints
TEASER CARD EXAMPLES:
Ghost Sprint
Pony Hair Collection
MOBILE APP DROP CARD EXAMPLES:
Y-3 Elite Football Boots
Adilenium 5.0
ANFU Mary Jane
Fruition Tokyo Ballerina
Handball Spezial
Harden Vol 10
PLP TOP BANNER EXAMPLE:
Polka Dot Collection
On-Site Merchandising & Launch Execution
CUSTOM PLP CURATION: Built dedicated Category & Product Listing Pages (PLPs) for curated thematic collections, managing backend product assignment and strategic merchandising sequencing.
END-TO-END LAUNCH MANAGEMENT: Managed launch timelines to ensure flawless synchronized deployment across both site and mobile app, converting un-asseted drops into high-performing commercial campaigns.