CREATIVE HELP SERVICES
SINCE 2017
© 2025
Adidas
"“First. But Not Last.” for IWD 2025"
From Concept to Rollout
From initial concept development to talent sourcing, rollout planning, and full production, we led every stage of the "First. But Not Last." campaign. At its core was a hero film featuring Deeshyra Thomas, Lise Petersen, and Selin Oruz—real stories, real weight. Fast-cut and social-first, the piece blended found footage with on-location, capturing a raw, relatable portrait of what it means to break barriers.
Expanding the Campaign across platforms
Beyond the hero, we tapped into each athlete’s real journey, navigating personal narratives with care and authenticity while expanding the storytelling across platforms. From quick-cut Q&As to Instagram-native stories, to extensions across YouTube Shorts and TikTok, every asset was adapted for its audience—ensuring the message stayed powerful, personal, and platform-native from first launch to full rollout.
The campaign landed with real impact, carrying a clear message across feeds: “To every girl who goes first: Keep moving. You’re not alone.” Personal breakthroughs became collective strength—a reminder that no first is ever taken alone. It also reinforced adidas Germany’s role as a cultural leader in women’s sport, supporting and celebrating those who pave the way.
@2k25