adidas Superstar

For the new adidas Superstar Campaign, Marie Zechiel was responsible for the Movement Direction.
The campaign is highly visible, with large-scale posters across Berlin and throughout Germany, making it one of the most present and striking fashion campaigns of the season.
At the center are three strong personalities: celebrated German singer Nina Chuba, professional football player Nick Woltemade, and singer Jugo Uergens. Each of them brings their own energy, their own vocabulary of movement. Marie’s task was to translate this individuality into a precise and striking visual language that aligned with both the editorial aesthetic of the campaign and the iconic legacy of the adidas Superstar.
football player, his body is deeply rooted in the specialized vocabulary of sports movement. Marie guided him out of this familiar territory and into editorial posing—developing gestures and postures that communicated elegance, strength, and authenticity. This process required sensitivity, trust, and precise direction—qualities that define Marie’s work as a Movement Director.
With Nina Chuba and Jugo Uergens, the focus was on balancing natural expression with presence. Marie worked closely with them to find movements and gestures that highlighted their individuality while remaining in harmony with the campaign’s overarching aesthetic. The result was a shared visual language that felt authentic yet powerful, intimate yet iconic.
The adidas Superstar Campaign demonstrates the essential role of Movement Direction in shaping strong visual narratives. By guiding three very different personalities into a cohesive yet authentic expression, Marie Zechiel elevated the campaign into an aesthetic highlight—showcasing movement as a central creative tool in fashion and commercial storytelling.