Adidas x Edison Chen

Adidas and Edison Chen launched a tennis collaboration during Paris Fashion Week and approached Bolis Media to create a viral cultural moment around the drop.

The brief was to create content that felt unpolished and immediate. Snapshot imagery that could live naturally inside fashion and culture feeds rather than read as a traditional campaign.
I was brought on to direct the activation. I proposed a single, disruptive visual gesture: a group of models with identically shaved heads, referencing tennis balls and nodding to the Wimbledon inspiration behind the collection. The casting, styling, and movement were designed to feel confrontational and collective, as if the group had arrived in Paris to claim space. 
The work traveled  across platforms and was posted by major cultural outlets including Complex and Tonsil, establishing the activation as a successful viral moment. 

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