Engaging a Coveted Demographic With Digital Storytelling


The Framework

As part of our ongoing partnership with adidas, the brand had a renewed priority to reset its meaning among younger women and femme-centered audiences. Building on the ‘Impossible is Nothing’ brand platform, we used digital to create a purpose driven evolution and global call to action – “I’m Possible’ through sport, fashion, and culture.

We knew these groups require brand experiences that are deeply individualized - and created custom target profiles centered around audiences for Sport, Purpose and Fashion to inform our digital journey. Using individual behaviors, we gave audiences personal tools and experiences to realize their own possibilities, with continual opportunity for engagement outside the primary brand films.

Leave Behind 5


The Transformation

This journey spanned the digital universe of adidas, using digital storytelling across global websites to highlight powerful, purposeful stories. From there, CRM and custom profiles within adidas membership and the apps let audiences engage deeper with talent. The website, often treated as merely a digital storefront, was redesigned as a hub for storytelling and interaction without product, requiring unique strategy and content.

In Room 4
Leave Behind 3


The Final Outcome

Our experience saw record dwell time and watch-through of the brand films, and centered our inclusion responsibility - showcasing and prioritizing our audiences in the male-centered world of athletics. We created over 300 individual assets to create a digital first campaign that was translated into dozens of languages worldwide. Internally, we staffed the campaign with a predominantly female team, to live up to the ethos of the brand’s message.

The adidas website is typically reserved as the brand’s biggest retail storefront, but we transformed global pages into rich storytelling experiences that focused on the message, and centering exemplary young talent, to truly put people over profit as the campaign intended.

Group 342

Exclusive Content Made Inclusive

We transformed the adidas app to give members exclusive access via rich content that profiled the campaign’s talent. Custom ‘player profiles’ used interactive digital media to let adidas members interact and be inspired by stories, custom content and tips directly from the diverse team.

A Global Call To Action

We scaled the journey of this campaign to adidas markets around the world, translating to over a dozen languages and bringing record engagement onsite across numerous markets through content that didn’t include any product or sales incentive.


Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Tipico Featured Module

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Untitled design

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

Read More
Galleri| Introducing a Revolutionary Medical Feat to the Market



Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

Read More
Black BoxBlack BoxBlack Box


  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List

All Work


Says a Lot —


News — 

Amazon Ads Debuts First Small Business-Targeted Campaign

News — 

YETI Wins Fast Company Innovation By Design Award for Marketing

News — 

Adweek | Ritz-Carlton Unveils New Websites to Elevate UX

News — 

The Cold Standard — YETI Launches New Coolers Experience, Built by Code and Theory

News — 

The Drum | Should Brands Ditch X as a Customer Service Platform?

News — 

Digiday | Are NFTs Dead? How Media Agencies Are Framing the Future of This Blockchain Tech

News — 

The Drum | Do Marketers Need To Pay Attention to Elon Musk’s Latest Venture, xAI?

News — 

The Drum | Here’s How 7 Major Ad Agencies Are Currently Using AI