adidas Beyond The Surface

Wearing a swimsuit shouldn’t require courage. But for a lot of women in the Middle East, it still does, with a YouGov poll showing that only 12% of women in the region feeling comfortable wearing a swimsuit to the pool or beach.

When adidas asked us to launch their Full-Cover Swimwear Collection, we knew the story couldn’t just be about the product. It had to be about what it allowed women to feel.

So we tackled the problem head-on, showing the transformational power that water has to make you feel accepted, unconditionally.

This brief taught me that we all have blind spots about things that, for other people, can be huge parts of their life. And because of that, it reminded me how important empathy is in what we do.

Grand Prix | Dubai Lynx

Grand Prix | Lisbon International

Silver | Lisbon International

Silver | Effies

Silver | Dubai Lynx

Bronze | Dubai Lynx

Bronze | One Show

Bronze | One Show

Bronze | Lisbon International

Bronze | Lisbon International

Finalist | Cannes Lions

Shortlist | One Show

Shortlist | One Show