ADIDAS GOLF | ROLE: CONCEPT, ART DIRECTION & DESIGN | CAMPAIGN PITCH
Your unconscious state doesn’t care about the trophies. It doesn’t care about the media. It certainly doesn’t care about winning. It only cares about one thing: doing exactly what you tell it. It’s somewhere between holding on and letting go. Between thinking and not thinking. While no one knows its exact location, we do know this: it’s guarded by deep, dark forces. Demons that don’t want to let you tap into it. They are not easily defeated, but we do know how it’s done: you defeat them simply by choosing to. You can choose to let the demons destroy you. Or, you can choose to conquer them.