For adidas x Finish Line, we built a dynamic content platform to solve a clear strategic challenge: to connect both brands to culture and place, not just showcase product while creating a system that could scale across channels and future launches. In addition to directing these films, I led the creative strategy and execution, guiding teams, aligning partners, and shaping a cinematic visual language that blends sport, music and street culture into a cohesive and culturally credible platform that could grow with the business.