Theo von Aspern, Global Creative Director at adidas at TBWA/Neboko, on Creativity, Team Building, and the Future of Advertising – and in person at UPDATE Berlin
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
Theo von Aspern, Global Creative Director at adidas at TBWA/Neboko, is a driving force behind some of the most exciting campaigns for the global brand. In this exclusive interview with GoSee, he gives us an insight into his role, the challenges of his work, and the creative vision behind recent projects like the "City Escape" campaign. He discusses the importance of authenticity in advertising, how he builds his team, and how trends and new technologies influence his creative process. We are also excited to welcome Theo in person at UPDATE Berlin.
What does your role as Global Creative Director at TBWA/NEBOKO entail? Theo: If you want to go fast, go alone. But if you want to go far, go together. I truly believe that. So, much like a football manager, my job is to pick the best team, get them aligned, and make sure every campaign we roll out is fresh, relevant, and impactful. We’re always looking for creative ways to tell stories that connect with people, feel authentic, and help drive brand recognition or increase sales. In doing so, we hope to play a role in shaping both sport and culture for adidas.
With the global adidas 'City Escape'-campaign, you brought the spirit of sport to the streets. This wasn’t just a shoot, but as you say: "This was an invitation to carry the energy, culture, and playfulness of sport into the everyday." Could you briefly explain the concept behind this campaign? Theo: City Escape was about bringing sport to the streets—no fancy stadiums, no elite athletes. Just real people tapping into the energy of sport in their everyday lives. We wanted to show that sport isn’t some destination—it’s a feeling that can happen anywhere, anytime. It’s about the freedom and energy that comes with being active, and we used authentic interactions to showcase that. What really set the campaign apart were the locations, colours, and textures that brought the whole idea to life.
In recent months, you’ve produced campaigns in Mexico, Cape Town, and Berlin. How do you select your locations, and how do you find the right production partners, photographers, and directors? Can external production companies apply to work with you, and what do you particularly value in your collaborators? Theo: This is a great question. There’s no one-size-fits-all answer here. When selecting locations, it’s all about authenticity and variety. For adidas, we don’t fake the setup. For example, not every city can handle performance cycling or swimming, and not every place is right for bustling cityscapes or lifestyle beach concepts. When it comes to production partners, photographers, or directors, I stick to my principles: no egos. There’s nothing worse than one bad egg ruining the bunch. Other than that, experience is key. Producing an adidas shoot is more demanding (for various reasons) than a lot of other brands, so you need a team that’s ready to plan, adapt and execute at the highest level. If you can get it done and bring a fresh perspective, I’m all in.
How many projects and campaigns do you manage with your team for adidas? Theo: Multiple. We’ve got a strong team at TBWANEBOKO, so each project gets the focus it needs. It’s not about quantity; it’s about making sure each campaign hits the mark. We’re constantly evolving the brand and looking for new, interesting ways to bring adidas’ products to life, while staying true to the brand’s essence.
What does the collaboration between your creative agency and the adidas brand look like? Do you have complete creative freedom in your work? Theo: I believe that to love your work, you need to live the brand. And working with a powerhouse like adidas, there’s always going to be a balance. There’s creative freedom, but within a rock-solid framework. Recently at TBWANEBOKO, we’ve been responsible for reinventing the adidas brand creative and strategy. That kind of work can’t happen without trust, compromise, and a lot of teamwork. At the end of the day, it’s about finding the sweet spot between disrupting the market and staying true to the brand’s identity.
How do you approach current trends, and what role does Artificial Intelligence (AI) play in your work? Theo: Trends are great, but they come and go. I believe in principles. Impact, communication, and persuasion. If you can master those, whether you’re telling a story through cave paintings or AI, you’ll find a way to reach your audience. Don’t get me wrong, I believe AI is an amazing tool—but it’s just that, a tool. The best ideas still come from humans—people who get the culture, the vibe, and the vision. AI can amplify creativity, but it can never replace the heart of what we do.
Successful work comes from the collaboration of a dedicated team. How do you build your team to ensure creative success? Theo: Finding the right balance between skillsets and personalities is very important. But it all starts with trust and passion. Especially on a brand like adidas—you’ve got to be all in. You need to live and breathe the world of sport and culture. If you're not aligned on the goal and working towards it every day, we’re probably not a good fit. Great work only happens when everyone’s willing to give their best, no matter how hard it gets. Simple as that.
A day in the life of a Creative Director at TBWANEBOKO working on adidas – what would you say is the most exciting, yet craziest part of your daily work? Theo: The most exciting part? Seeing ideas come to life—watching something you’ve been thinking about for months finally click into place. The craziest? The pace. It’s a constant whirlwind—emails, shoots, creative meetings. But that’s the thrill, right? When you're in it, that’s where the energy is. The excitement is in the constant progress, moving toward the goal and making things happen.
If you had to wear a superhero costume for the next adidas campaign, which one would you choose? And why does it fit perfectly with your creative vision? Theo: I’d go with John Hancock from Hancock. I’m a bit of a late bloomer. Early in my career, I wasted a lot of time thinking I was meant to do something else—like pursue a pro sport career. I’ve always been passionate about sport, from playing the game to understanding the mindset of elite athletes. But it wasn’t until later that I discovered my true passion for storytelling. Once I realized that, I doubled down on it. Now, I feel like I’m in the sweet spot where work feels like play. Every day, I get to refine and develop my passion for storytelling in the world of sport. Like Hancock, I’m all about reinvention, self-discovery, and making things happen. You’re never truly done evolving.
We’re excited to welcome you to the UPDATE in Berlin. You also worked on a project in Berlin last year. What is your relationship with the city, and what do you enjoy most about it? Theo: Although I was born in Cape Town, South Africa, my family comes from Germany, a country that is very dear to my heart. Berlin also holds a special place for me. I’ve worked here before, and every time I do, I find myself inspired by its art scene, buzzing nightlife, and diverse music culture. It’s vibrant, creative, and full of life. But what really stands out is its people—it’s not just about the work; it’s about how the people of Berlin make you feel alive.
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