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IVY PARK RODEO
Global toolkit: Initial concept to RCG delivery
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My Role: Senior Designer
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Client: Adidas x Parkwood
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Location: Global
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Brief: To create a concept that could be rolled out globally to retail markets to interpret the IVY PARK RODEO campaign in their own way. Creative had to align with Beyonce's personal team throughout the process. Taking command of this direction was a constant requirement of the role.
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Solution: Here we took inspiration straight from the same source as the photography. This was based on Beyonce’s link with her hometown of Houston and their famous Rodeo’s. We specifically liked the Klein Blue sands that represented the arena and the bright light rigging that illuminates the stadium.
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