Carbon + adidas Futurecraft 4D
As Brand Lead and Brand Ambassador for the Carbon x adidas partnership, I worked closely with the adidas Futures innovation team to launch the world's first mass-produced 3D-printed midsole. I collaborated with the Product, Engineering, and Material Science teams to develop a comprehensive case study and three educational films that broke down the groundbreaking technology—showcasing how Carbon's hardware and software work together to develop the midsole using EPU resin, a revolutionary material science breakthrough.
This collaboration's impact extended beyond commerce—our innovative approach to storytelling and product launch earned a Gold Award at the Cannes Lions Festival of Creativity for Product Innovation, validating our strategy of making complex technology accessible and compelling to global audiences.
Futurecraft 4D press event
I co-directed the NYC press event, which generated over 30 articles across business, technology, and science publications, and secured premium coverage including a Today Show feature with Carbon's CEO and Olympian Tori Bowie. As the partnership evolved, I continued working with the adidas team to promote product availability across North America, Europe and Asia.
Futurecraft 4D Teaser Film
Led creative development of a global launch teaser film for the Carbon x adidas Futurecraft 4D collaboration, working directly with the adidas brand team. This strategic content piece built anticipation for the revolutionary 3D-printed footwear technology, creating momentum ahead of the worldwide product launch through compelling visual storytelling.
Carbon + adidas UK
Led Western European market launch communications for Carbon x adidas Futurecraft 4D, directing targeted press and influencer education campaigns to drive product awareness. Secured strategic media coverage through Hypebeast UK and other key publications, maximizing launch impact across Europe.
Carbon + adidas Japan/adidas China
Led global media outreach for the Carbon x adidas Futures collaboration, orchestrating press and influencer education initiatives across iconic venues including Shanghai Art Museum in China and Tokyo Tower in Japan. These strategic events positioned Carbon's 3D printing innovation within culturally significant spaces, maximizing media impact and brand storytelling opportunities.
Cannes Lions, Product & Innovation (Gold)
As a technical brand subject matter expert, I co-presented the Carbon x adidas Futurecraft 4D collaboration at the 2018 Cannes International Festival of Creativity alongside the adidas Futures team. This strategic presentation contributed to winning the Gold Lion in Product Design & Innovation, recognizing 3D printing technology to revolutionizing athletic footwear manufacturing.
Employee Culture Film
Directed an internal culture film celebrating Carbon's multidisciplinary team and their innovative approaches across material science, software, hardware, and brand partnerships. This strategic content showcased the diverse creative minds driving Carbon's technological breakthroughs, reinforcing company culture and demonstrating the collaborative innovation that defines the organization.
