The adidas campaign for the FIFA Women's World Cup 2023™ is dedicated to next gen football icons, and looks to drive more global attention for the game.

We were engaged by EssenceMediacom to work on local out-of-home media to tie in with the global campaign. While the eyes of the world turned to Australia & New Zealand, we took the opportunity with adidas to celebrate this momentous event in a truly epic way.

Our role involved creating oversized building wraps of two of our iconic Australian sporting heroes, Mary Fowler and Caitlin Foord. The breakthrough activation in Sydney’s CBD dominated the city scape, celebrating female athletes and encouraging more young women and girls to follow in the footsteps of these star players.

These are the biggest physical printed artworks in our city. In a size equal to half a football field, and in a prime location off the Sydney Harbour Bridge, these bright and bold oversized adidas building wraps aim to grab the gaze of over 300,000 daily commuters as well as visiting football fans.

We also created a suite of digital-out-of-home media, both in motion and static formats to be displayed in major cities across Australia and New Zealand. These were forced perspective 3D billboards, with the hero spot in Melbourne’s busy Bourke Street shopping precinct.


Client — adidas
Agency - EssenceMediacom
Design and Motion — Never Sit Still
Media Coordinator - Habitat Media
Print and Installation - Scaffad

Key visual artwork of Mary Fowler and Caitlin Foord.

DOOH in-situ across Australian and New Zealand cities.

Mockup of Auckland site as part of the R&D phase. This animation wasn't live.

3D wireframes to in-situ billboards.

Light streaks look development and concept art.

Diorama cyc and background detail tests.

DOOH colour exploration - finding the perfect balance of green, gold, and adidas blue.

Animation suite derived from ball patterns.

DOOH animation storyboards.