The Adidas NMD shoe line was designed for the Urban Nomad—creators who are always on the go, empowered and inspired by urban environments.
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 an integrated campaign taking place exclusively on Instagram, marrying 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.
These contest submissions added to the web of awareness we created for the upcoming launch of the NMD.
To bookend the digital experience we invited fans to move from behind the lens to inside of it with installations of the world’s oldest camera: the Camera Obscura. The functional camera developed unique photos from the event and doubled as an event space to showcase our influencers’ collections.
We created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience resulting in over 9MM earned impressions in the first 48 hour. The campaign ultimately changed the way Adidas connected with an elusive audience through the authentic niche influencers they trust.