Future Leaders

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Project
Internal Comms

Partner
adidas AG

Year
2019

Disciplines
Art direction & design
Film and photography direction

adidas’ GHIPO program develops hi-potential employees who have the ability to take on more complex and demanding responsibilities at a higher leadership level. For the inaugural GEN1 cohort, the challenge was to craft an internal narrative that clearly demonstrated the program’s value to stakeholders.

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As the brands Global Lead Employer Brand Film & Experience, I accompanied the GHIPO participants throughout their immersive journey across Shanghai, Los Angeles, Arizona, London, and Herzogenaurach. With input from my broader team, I led the development of a cohesive story blending film, photography, and design to showcase the professional and personal growth participants experienced. Deliverables included instructional videos, portrait photography, presentation recordings, and audio podcasts, each highlighting the program’s transformative impact.

The GEN1 story culminated in a case study film featuring participants reflecting on their journey and leadership development. It provided a clear, inspiring narrative that reinforced the program’s strategic value, secured buy-in for future cohorts, and set a high standard for GEN2 communications.

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Credits
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Creative Direction
Bob van Boven

Project Leads
↗ Laura Ruprecht
↗ Bruce Dudley

Photography (video and photo)
Bob van Boven

Editing
Bob van Boven

Graphics, animation
Bob van Boven

Music
↗ Musicbed

Produced for internal use only: 2019 © adidas AG

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