The Adidas NMD was designed for the “Urban Nomad”—on-the-go creators who spend most of their time creating/sharing inspiration on social media. For the FW17 drop, Adidas wanted to connect the NMD with analog photography and use the film development process as a metaphor for the creative process. How could we connect this transient, future-obsessed audience to a campaign inspired by the past? By using one to empower the other, we created the first-ever integrated Adidas campaign designed entirely for Instagram.

Combining the sharing power of Instagram with the immersive effect of Google Street View, we created the first-ever integrated Adidas campaign designed entirely for mobile. In a docu-style content series published via Adidas’ Instagram Story we followed two film photographers as they curated a collection of the tools they used to create—the centerpiece being a pair of NMDs. All content was shot vertically and optimized for mobile. A simple swipe up on the content dropped users into an interactive long-scroll editorial that naturally wove ecommerce into the greater campaign narrative without leaving the mobile space.

To close out the experience, an interactive, first-of-its kind Google Maps contest turned users into virtual street photographers. The experience seamlessly integrated with native gyro functionality, allowing users to explore and snap photos of immersive time-lapse scenes in NYC and LA that changed dynamically depending on the time of day. Users posted their compositions on Instagram to enter an influencer-judged photo contest, giving them a chance to win our photographer’s creative toolkits.

The campaign was bookended with physical installations of the world's oldest camera in NYC and LA. The Camera Obscura let users move from behind the lens to inside of it—driving traffic to the mobile experience through user-generated Instagram content created at the event.

• Social: By crafting a campaign that never left Instagram, we increased launch awareness and drove engagement with Adidas’ core audience, resulting in +10MM earned impressions in 48 hours.

• Ecommerce: The NMD sold out in its first week and the interactive editorial site acted as a new path to purchase—contributing to the brand’s overall ecommerce revenue growth of 57% year-over-year.

• Events: 2,034 visitors developed their own Instagram photos when they stopped by the Camera Obscura installations in NYC and LA.

• Video: The docu-style content series married photography and photo development techniques with compelling storytelling to extend “forever developing” into the digital space resulting in 7.1M video views.

• Paid media: We delivered an interactive first-of-its kind Google Maps contest experience that turned viewers into virtual street photographers. The looping time-lapse changed the scene dynamically and ensured that users generated a wide range of content through their submissions.