Adidas: Mental Athlete
Adidas: Mental Athlete
Art Direction
Art Direction
ROLE
ROLE
Art Direction
Strategy
Video Editing
Art Direction
Strategy
Video Editing
TEAM
TEAM
Solo Project
Solo Project
Problem
Problem
Asian women have the lowest ADHD diagnosis rate in the world. Cultural pressure to remain quiet and high-achieving leads many to mask their symptoms, blaming themselves without knowing it’s ADHD.
Asian women have the lowest ADHD diagnosis rate in the world. Cultural pressure to remain quiet and high-achieving leads many to mask their symptoms, blaming themselves without knowing it’s ADHD.
Insight
Insight
In sports, visible struggle is honored. But what if we treated invisible struggle the same way?
In sports, visible struggle is honored. But what if we treated invisible struggle the same way?
IDEA
IDEA
Adidas recognized them as mental athletes, honoring their invisible struggle. We became their first trainer—supporting their invisible race and creating a trainer built for them.
Adidas recognized them as mental athletes, honoring their invisible struggle. We became their first trainer—supporting their invisible race and creating a trainer built for them.
Case study ↓
Case study ↓
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matcha 🍵 and playlists 🎵
*YEAJIN MEANS REAL ART
Creativity powered by
matcha 🍵 and playlists 🎵
Creativity powered by
matcha 🍵 and playlists 🎵
*YEAJIN MEANS REAL ART
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Menu