ABOUT

At the beginning of 2021, we won (pitch style) the incredible chance to work on Adidas’ launch of its Full-Cover Swimsuit Collection. It was immediately clear that this was a big deal as it’s been designed for those who - whether for personal choice or cultural reasons - otherwise face limited performance options.

Still in 2021, only 12% of women are completely comfortable wearing a swimsuit at a public beach or pool (YouGov 2021 survey). Body shame and lack of privacy are the two main reasons women do not feel comfortable in their swimsuits.

Additionally, 59% of women aged 18-42 in the United Arab Emirates agree or strongly agree that the “media creates an unattainable body image for female swimmers” and only one quarter of women of women surveyed rate the availability of modest and size inclusive swimwear ranges as excellent.

Through the Beyond the Surface campaign we wanted to celebrate how water accepts everyone unconditionally and the video we ended up producing is only the first phase of a much bigger campaign that will be developed this year.

This campaign wouldn’t have been possible without the collaboration with the amazing people at Die Zwei and the different teams at Adidas in India, Germany, France and Dubai. Truly a global team, always in contact and making sure the strategic and creative directions matched throughout this long process.

Produced by Lacosa, this project has been directed by Georgette Pascual.