When trying to reach an audience which places style at the centre of their identity and self expression, Specsavers needed to find a way to get Gen Z to associate the new adidas Originals range with authenticity and creativity.

We identified a cast of legitimate creators who each had a clear sense of style, and gave them all the same, open brief with authenticity at its heart: Show and tell us about the influences from your past that have inspired your original identity and shaped who you are today. The responses were varied, ranging from the cartoons and US sitcoms of the nineties, to hip hop from the noughties and rock and roll from the eighties.

At the helm of all of this was chart topping singer Anne-Marie, who opened up about her love of words growing up, and how each of her tattoos was something that a friend or family member had taught her in life – along with the moment that brought Specsavers and Anne-Marie together; a pair of high heels, a tumble at the Brit Awards, and a bit of banter on Twitter.

2023
Project Creative Lead at Tangerine
Concept / Copywriting / Art Direction