Y-3 Fashion’s First Instagram Livestream

ADIDAS Y-3

Fashion’s First
Influencer Livestream
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We partnered with Twitter to broadcast live the Y-3 SS16 show at the Paris Fashion Week, using their latest video streaming app Periscope. For the industry’s first time, five social influencers across art, fashion and design were invited to capture the show from their individual point of view and to engage with their followers.

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AW17 Y-3 INSTAGRAM LIVE MULTICAM INTERFACE

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SS18 Y-3 INSTAGRAM SPLIT-SCREEN INTERFACE

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INSIGHT

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The objective was to maximize reach and engagement on Instagram during the Paris Fashion Week by using the latest live streaming technology on Instagram. It was essential to create a multiple view in order to champion the iconic footwear without losing the view on the full-body look.

INNOVATION

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The first high-resolution broadcast seamlessly wove multiple angles together at once and was the first of its kind on Instagram. In the following season the Instagram livestream was extended by a split-screen experience presenting both full-body looks and the iconic Y-3 footwear close-ups in real-time. 

IMPACT

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The first Instagram livestream of a fashion show became a conversations driver for Y-3, manifesting its pioneering character. Fans were impressed with the collection and livestream innovation, describing the experience as GOAT. 94% of total Y-3 show buzz happened on Instagram

Brand: adidas Y-3
Project: Interactive Livestream on Periscope
Responsibility: Concept, Digital Marketing, Digital Media, Social Media
Creative Partners: Twitter, Soo Joo Park, Hamish Stephenson, Erika Bowes, Leslie Kee, Mago Dovjenko

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