NMD FW17 Forever Developing

Background
For the launch of the 3rd generation of adidas' NMD footwear line—one of the most transformative Originals models in recent years—adidas needed a mobile-first digital campaign that would help them convey the shoes' brand ethos "Forever Developing" in social media.

Idea
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 episodes were released on IG Stories and led users to an interactive editorial that continued the narrative—landing in a custom 360° Google Street View experience that doubled as a virtual street photography contest.