« Redéfinis ton sport » means getting rid of the stereotypes and prejudices of sports, and daring to create one’s own vision.

In this national campaign, adidas teamed up with Les Nanas d’Paname, a collective of Parisian independant and influencial women. The idea is to emphasize on how sport is perceived in very different ways by very different women, and how much it has had a tremendous impact on their lives. Therefore, we shot tattoo artist Holy Neco, plus size model Iael Joly and training coach Kelly Bessis.

For this project, we took care of the whole creative and production process from art direction, shoot production to post-production. We created a hero movie with 3 creative images and a series of pictures shot by Victoria Paterno.