Drawing on my filmmaking background, I brought the project back to the drawing board. With a cross-functional workgroup spanning Brand, PR, HR, Communications, and D&I, we reshaped the concept into a coherent, insight-driven narrative built around the metaphor of the glass ceiling. After testing, it became clear adidas was not ready for a strong external statement, so the project was reframed as an internal catalyst for dialogue rather than a public campaign.

The reimagined film launched at a global internal D&I event, introduced by the CEO to the worldwide workforce. What began as a stalled campaign became a defining internal moment, sparking honest conversations and signaling leadership’s commitment to diversity.

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