Julien LAURET

Director Projects, Strategy | ADIDAS

Julien is Director of Projects & Strategy at Adidas Global Brand Design. In his current position he manages the brand’s inhouse creative agency and drives creative strategy to create meaningful communication connecting the worlds of sports and culture.

questionnaire

What was your very first job? What does it feel like to look back at it now? 
My first job was working in Intersport selling Skateboards and Snowboards at 16 years old.

Please describe, in your own words, what your current job is and what work it entails.
Director of Projects & Strategy at Adidas. In Brand Design we create experiences for athletes. We believe that sport has the power to change your life, and that creativity and imagination are the catalysts of change. On a daily basis that means crafting direction for the image, voice and tone of all Adidas Innovation and Sustainability campaigns.

How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
Since I was little I’ve always been fascinated by photography as the most simple, immediately and powerful medium to transmit emotions and tell stories. Shooting my own pictures and later working as a journalist for a French-German tv channel really got me excited about telling stories through these formats and using simplicity to convey messages. Making it a profession, however, was more serendipitous than planned.    

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
Inspiration can come from anywhere. That sounds very cliché, but it is true and I’ve seen it happen multiple times. Whether it is from a conversation with a stranger or the design of an airport carpet, the right insight or solution to a problem often lies where you least expect it. But usually it is when you put yourself out there, away from the computer screen and out of the comfort zone behind your desk.

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
One project I’m particularly proud of is the adidas Speedfactory activation we did last year. Instead of doing the obvious big film and PR activation to showcase this fully automated manufacturing system, we created a fully immersive consumer experience that managed to bring consumers closer to the future of how we create footwear and get them to understand the possibilities of data driven design through merging the analogue and digital worlds.  

jury

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Thomas JULLIEN
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Julien LAURET
Director Projects, Strategy | ADIDAS
Kim LAWSON
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