Adidas Terminator
Erling Haaland, Manchester City x Adidas Campaign
MY ROLE:
CREATIVE DIRECTION
ART DIRECTION
LOGO DESIGN, COLOUR PALETTE, VISUAL SYSTEM
OOH
MERCHANDISE DESIGN
COPYWRITING
DIGITAL AND SOCIAL STRATEGY
SOCIAL MEDIA DESIGN
PR STRATEGY & ACTIVATION
EXECUTION
The campaign is designed as a 360° ecosystem spanning product, environment, and participation.
INSIGHT
It’s a challenge to play well.But what if it’s a challenge to even start?
For many people, the biggest barrier in sport isn’t physical — it’s mental. Lack of motivation, anxiety, or depression often prevent individuals from showing up at all. This creates a disconnect between professional athletes, amateurs, and spectators, despite them sharing the same internal struggles.
IDEA
Built around the claim “On the pitch. Off the pitch. All in.”, the campaign takes Erling Haaland’s nickname — “Terminator” — and redefines it. While he is often perceived as an unstoppable force on the pitch, the project shifts the narrative to reveal the work that happens off it. Haaland becomes a symbol not of perfection, but of discipline — someone who shows up despite internal resistance, and who actively invests in his mental wellbeing to perform at the level he does.
Built around the claim “On the pitch. Off the pitch. All in.”, the campaign takes Erling Haaland’s nickname — “Terminator” — and redefines it. While he is often perceived as an unstoppable force on the pitch, the project shifts the narrative to reveal the work that happens off it. Haaland becomes a symbol not of perfection, but of discipline — someone who shows up despite internal resistance, and who actively invests in his mental wellbeing to perform at the level he does.
VISUAL LANGUAGE
The visual system blends performance with personal expression. Hand-drawn illustrations combine iconic moments of Erling Haaland with sketches from his personal sketchbook, referencing art as a form of therapy.
The campaign imagery is set within cold, snow-covered environments — a deliberate visual metaphor for emotional distance, numbness, and mental resistance. Against this backdrop, the act of movement, play, and presence becomes more visible and meaningful, reinforcing the idea of “staying on” even in the coldest mental states.
The campaign imagery is set within cold, snow-covered environments — a deliberate visual metaphor for emotional distance, numbness, and mental resistance. Against this backdrop, the act of movement, play, and presence becomes more visible and meaningful, reinforcing the idea of “staying on” even in the coldest mental states.
THE MERCHANDISE
THE JERSEY
The Adidas Terminator jersey translates the campaign into a wearable statement, bridging performance and mental health awareness. Designed for both on and off the pitch, it combines functional innovation with emotional storytelling.
THE TECHNOLOGY
Built with breathable, moisture-wicking Dri-FIT® technology, the jersey ensures comfort during movement. Its thermochromic fabric shifts from blue to violet as body temperature rises — symbolising the positive impact of exercise on mental wellbeing.
THE STORY AND THE PURPOSE
Hand-drawn graphics inspired by Erling Haaland’s sketchbook reference art as a form of therapy, turning each piece into a personal narrative. Developed in collaboration with Manchester City and Mind, all profits are directed towards mental health charities, extending the campaign beyond communication into real impact.
THE TECHNOLOGY
Built with breathable, moisture-wicking Dri-FIT® technology, the jersey ensures comfort during movement. Its thermochromic fabric shifts from blue to violet as body temperature rises — symbolising the positive impact of exercise on mental wellbeing.
THE STORY AND THE PURPOSE
Hand-drawn graphics inspired by Erling Haaland’s sketchbook reference art as a form of therapy, turning each piece into a personal narrative. Developed in collaboration with Manchester City and Mind, all profits are directed towards mental health charities, extending the campaign beyond communication into real impact.
THE MERCHANDISE
The Adidas Terminator merchandise brings the campaign into everyday wear, acting as a subtle yet visible support system for mental health. Across scarves, hats, shorts, and essential pieces, the collection is designed to move fluidly between environments — ready for everyday life while still carrying performance-driven, thermoregulating qualities that make it suitable on the pitch as well.
Through this duality, each item supports the idea of being “on” and “off” the pitch without distinction. Visually, the collection carries forward the same narrative as the jersey — merging Erling Haaland’s iconic moments with sketches from his personal sketchbook. Each piece becomes part of a shared language, connecting performance with personal expression.
Through this duality, each item supports the idea of being “on” and “off” the pitch without distinction. Visually, the collection carries forward the same narrative as the jersey — merging Erling Haaland’s iconic moments with sketches from his personal sketchbook. Each piece becomes part of a shared language, connecting performance with personal expression.
PR Campaign - On the pitch
The campaign extends into a series of OOH portraits that bring the idea of “On the pitch, off the pitch, all in” into real life. Shot in a consistent, controlled visual language, each image captures an individual facing their own internal challenge — from hesitation and pressure to recovery and responsibility. Placed across key London locations, the portraits confront passersby with quiet, honest truths about sport and mental health, shifting the narrative from performance to presence, and from winning to simply showing up.
London Underground, Northern Line
Picadilly Circus, London
Oxford Street, London
Social Media and Digital
Campaign Portraits
PR Campaign - Off the pitch
As part of the PR rollout, Erling Haaland hosts a series of intimate workshops inside Adidas flagship stores, inviting young participants supported by mental health charities to explore creativity as a form of self-expression. Sitting together around a shared table, the sessions focus on drawing, conversation, and reflection — reframing sport not only as performance, but as a space for processing emotion. The resulting sketches are later transformed into limited-edition jersey designs, turning personal stories into collective visual language and extending the campaign beyond awareness into participation and impact.
PR Activation - Confession Letter Boxes
I designed a system of physical confession points — sculptural letterboxes embedded across Adidas flagship stores, public spaces in London, and Manchester City matchdays. — where people can anonymously express what they never say out loud about sport and mental health. These intimate notes are then amplified into large-scale visual systems, turning private truths into a collective experience.
Execution - King's Cross Underground Tunnel Takeover