For adidas’ 2022 holiday campaign, I was invited by Studio A—adidas’ internal brand design studio—to design three creative, sustainable gift-wrapping ideas. The project consisted of creating three sustainable gift wrap concepts, a video and photo shoot and a tutorial for users at home to try.
I partnered with another designer and friend to film tutorials and interviews that highlighted the principles of sustainability, creativity, and play. The tone of the campaign was intentionally fun, silly, and welcoming—designed to inspire everyday people to try wrapping their own gifts in unexpected, eco-friendly ways.
The hero piece, a gift bag made entirely from a reused adidas shoebox (shown left), was developed to be both functional and conceptual. The other two wrap ideas (shown right) offered more approachable, high-impact ways to encourage reusing materials during the holidays.
THE DESIGN PROCESS
My inspiration came from past designers who transformed packaging waste—shoeboxes, shopping bags, and tissue—into conceptual, expressive pieces. I began sketching with the iconic adidas Originals blue as a starting point, balancing functional needs (like structure and usability) with moments of artistic freedom. The ideation process was open-ended by design: some concepts leaned literal, while others embraced a more playful, abstract take on what gift wrapping could be.
As a collector of odds and ends, I began prototyping with everyday materials like clear polybags, cardboard, twist ties, and packaging scraps—making use of what was on hand to experiment freely. Designs were organized and presented to the adidas team early, then refined in-studio through multiple iterations. The shoe box bag, as the hero piece, received extra attention with over 10 iterations ordered to be hand made as gift bags for adidas partner influencers.
