Y-3 Fashion’s First Instagram Livestream

ADIDAS Y-3

Fashion’s First Livestream on Instagram
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Known for the innovative approach on live-broadcasting of its shows, Y-3 created the first ever multi-cam livestream on Instagram in AW17 and a split-screen experience in SS18 which allowed the audience to follow the show from multiple perspectives.

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: AW17/SS18 Instagram Livestream Paris Fashion Show
Responsibility: Digital Marketing, Digital Media, Digital PR, Social Media – employed by adidas
Creative Partners: The88

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