For the launch of the 3rd generation, adidas needed a digital campaign that would match the speed of this target’s transient lifestyle. Forever Developing is a campaign taking place on Instagram, merging film photography techniques with a mobile mindset.
In a docu-style content series, we followed two film photographers as they curated a collection of the tools they use to create—centered around a pair of NMDs. Each photographer’s narrative was broken into 5 chapters, released on Instagram Stories. A simple swipe up lead users to an interactive editorial that took them deeper into the narrative, the creative tools and the art of film photography.
To close out each story, we encouraged people to take a photo inside a custom 360° Google Street View experience and upload it to their own accounts for a chance to win our photographer’s collections.
The mobile-first campaign increased awareness for the NMD launch and drove engagement with adidas’ core audience resulting in over 9MM earned impressions in the first 48 hour.
Art Direction, Concept Development, Design, User Experience