ADIDAS Y-3

First Interactive
Fashion Film
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To marque ten years since its inception, adidas Y-3 celebrated the anniversary SS13 collection by pushing the limits of fashion film. Y-3’s first interactive fashion film enabled the audience to edit their own individual film from unarranged motion pieces, captured by Pierre Debusschere with music by Tim Hecker. The concept explored movement, distortions and transformation.

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INSIGHT

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To champion Y-3’s position as a pioneer in digital fashion communication, the aim was to push the boundaries of the fashion film format by involving the consumer in the creative process while expanding organically into social media and building an engaged community. 

INNOVATION

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The audience was able to compose their own audio-visual piece of art in real-time and share it online. All at the fingertips of the composer, the film pieces were distorted in kaleidoscopic patterns. The ambient music transformed simultaneously.

IMPACT

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The results were always unique and unexpected. 200.000 film creators composed and shared individual films online, which exposed the campaign to a potential reach of 30 million in digital and social media. “Welcome to the Future of Fashion Film”, lauded V Magazine.

Brand: adidas Y-3
Project: SS13 First Interactive Fashion Film
Responsibility: Creative Direction, Art Direction, Digital Marketing, Digital Media, Digital PR, Social Media
Creative Partners: Acne, Lloyd&Co

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