adidas + Bulgari · Project Manager · 2021 — 2022
Two heritage brands' first step into Web3
Coordinated the creative, technological, and marketing work that brought adidas Originals and Bulgari into Web3.
The challenge
Two of the most recognisable brands in the world moving into a space with no playbook, where a misstep is public and expensive. The work had to feel native to Web3 and on-brand at the same time.
What I did
- Coordinated the technology, business, and content workstreams of Bulgari's first Web3 initiative — the Magnifica Christmas campaign.
- Acted as project manager for the CryptoArt component of adidas Originals' 2022 European Brand Campaign.
- Curated the artists and shaped IRL activations that ran across Europe.
Outcome
120M
social media impressions
#1
highest-graded adidas European campaign of the decade (customer surveys)
EU-wide
in-real-life activations