For the launch of the third generation of adidas' NMD footwear line—one of the most transformative Originals shoes in history—adidas needed a mobile-first campaign to convey the shoes' "Forever Developing" brand ethos over social.
An integrated campaign taking place exclusively on Instagram, marrying film photography techniques with a mobile mindset.
A content series followed two film photographers as they curated a collection of tools they deemed crucial to their creative process—each collection centered around a pair of NMDs. The photographer’s narratives were broken into five chapters released on Instagram Stories and took users through an interactive editorial continuing the narrative around creativity and the art of film photography.
Each editorial landed in a custom 360° Google Street View experience that doubled as a street photography contest where users competed to win our photographers' collections.
Glossy winner - Most innovative use of social by a brand
Shorty Awards (shortlist): Best Instagram Campaign
Shorty Awards (shortlist): Best Instagram Story Campaign
Webby Awards (finalist): Best Use of Mobile Media