Adidas x Tate Mcrae
The Pit Stop
Details
A one-week sprint to bring adidas into Tate McRae’s album release—turning a parking lot into an industrial dreamworld for fans to explore, play, and remember.
Services
Video
Art Direction
Year
2024
Tate McRae’s So Close to What album release party at the Kia Forum marks a cultural moment for her fans — and adidas showed up to meet that energy. With just one week on the clock, we were tasked with concepting and building a brand moment that felt more like a memory than a marketing play. Our goal wasn’t just to be there—it was to amplify the emotion of the album drop with something tactile, immersive, and fan-first.
We leaned into contrast. Raw, industrial textures—scaffolding, diamond plating, high-vis orange—set the stage. Inside, the mood flipped: live music pulsed through the space while fans lined up to win adidas x Tate merch from custom claw machines. The activation blurred the line between concert and campaign. Created in partnership with production team Like-Minds, and creative strategy by ROUND—TWO®, the result was a high-impact, low-time activation that hit deeper than a typical brand booth.
Credits
Creative Direction
Round Two Agency
Production Team
Like-Minds
Videography
Brett Blackwell