AboutWork

adidas Originals x
Willy Chavarría
“Comienza con el Sueño”

SERVICES
Art Direction
AGENCY
newcycle
SECTOR
Fashion & Sports

A campaign for adidas Originals x Willy Chavarría blending football, fashion, and Mexican and Chicano culture through cinematic storytelling.

As part of the newcycle team, I contributed to the art direction of the adidas Originals x Willy Chavarría “Comienza con el Sueño” 2026 campaign. Working alongside the team, we shaped the campaign’s overall artistic vision through a multidisciplinary approach that combined fashion, football, and cinematic storytelling.

The project spanned visual direction across photography and film —creative and art direction, styling, casting, and design— covering the campaign photography, footwear product imagery, and the world-building for its three film chapters. The result was a cohesive visual universe connecting football with Mexican and Chicano culture, grounded in barrio aesthetics and Willy Chavarría’s sensibility, blending sport, identity, and bold fashion expression.

Model in an open white, black and red track jacket seen from below, against trees and a white lace sheet
Model in a black blazer, striped scarf and Chavarría cap standing on a dirt football field
Two people on a football pitch, one adjusting the Chavarría sweatshirt of the other
Model in a Mexico track jacket and green shorts holding a ball, standing on a green bench
Model in a green Chavarría football jersey standing beside a goalpost
Three models on a dirt football field, the one in front in a black blazer over a green jersey holding a ball
Children in adidas and striped tops standing and sitting on blue concrete steps at sunset
Two models seated on a bench in Mexico track jackets, with a third model in the foreground
Black adidas duffel bag and a mesh bag on a metal bench in a dusty field
Close-up of an open white, black and red track jacket with a Mexican football crest
Model in a track jacket and wide black shorts standing in front of a white lace sheet
Boombox on a wooden chair beside a potted rose bush
Three models in adidas Originals x Willy Chavarría outfits on a football pitch
Model in a white Chavarría shirt and gold belt buckle in front of a green fence
Other work
Phone showing the Normotica logo mark
Normotica
Boros Collection
Ecelón PG cleansing lotions beside a lab flask on a warm gradient
Valuge
Chano “El Camino” EP
Runner leaning against lockers in an adidas x H.Koumori tee
adidas x Hermanos Koumori
Amber Kozma candle jar with its lid and white flowers
Kozma
Akerman
Stone colonnade beside a list of Buenos Aires neighbourhoods set in EB Garamond
SQ2
Tecnointer wordmark over an industrial building facade
Tecnointer
Juvet serum bottle with serum dripping over it
Valuge “The White Edit”
Model in a light blue linen set for Sail Daily Escape
Sail SS26 “Daily Escape”
Moa Terra plum sachet in a glass with plums and ice
Moa Terra