ADIDAS ORIGINALS CYPHERS
CLIENT: Mass Appeal x Adidas x ESSENCE MEDIA
ROLEs and RESPONSIBILITIES: DIGITAL CONTENT STRATEGY, Social Media MARKETING, copywriting, and Project MANAGEMENT
AWARDS: 2025 CLIO MUSIC BRONZE AWARD WINNER, 2024 TRIBECA X SELECTION
As part of the adidas Originals global campaign, Mass Appeal, Essence Media, and adidas Originals created cypHERS — a project that brought together emerging artists while championing sisterhood.
Upcoming female artists from Houston and Atlanta paired with award-winning producers, LaNell Grant and Nova Wav, to create two original tracks released through Mass Appeal Records. Both original songs, “So Houston Wit It” and “Take Off,” were released on digital streaming platforms and supported by executing a cross-platform social campaign bolstered by paid media. This campaign rolled out behind-the scenes content and unique music videos for each track, shot at an iconic location in their respective cities.
So HOUSTON WITH IT
MUSIC VIDEo
Take off
music video
#CYPHERSESSIONS
- THE EXPERIENCE
To further amplify the partnership, experiential events were launched in both the Houston and Atlanta markets entitled, #cypHERSessions. At #cypHERSessions, creative talent, sneaker enthusiasts, and rap fans met the women behind the cypHERS campaign and engaged with touchpoints that encouraged originality, content creation, and hip-hop culture. Guests were able to share social takeaways of the experience through 2 photo-ops that included a personal portrait headshot photography session and a light box video booth. Takeaways didn’t stop on socials. Attendees received premium giveaways through a customized airbrush station, where an on-site artist personalized adidas gear. Attendees also participated in one on one wardrobe consultations, an in-person glam studio, and an industry panel discussion led by women in the music and content industries.