Forever Developing


The goal of Forever Developing was to create a rich, interactive web of experiences that connected the adidas future-obsessed fan with the analog roots that inspire so much of their culture-shaping pursuits.


A mobile mindset

The adidas NMD shoe line was designed for the Urban Nomad - creators who are always on the go, empowered and inspired by urban environments.

For the launch of the 3rd generation, adidas needed a digital campaign that would match the speed of this target’s transient lifestyle.

Forever Developing is an integrated campaign taking place exclusively on Instagram, marrying film photography techniques with a mobile mindset.



Interactive web of experiences

In a docu-style content series, users could follow two film photographers as they curated a collection of the tools they use to create - centered around a pair of NMDs.

Each photographer’s narrative was broken into 5 chapters, released on Instagram Stories. A simple swipe up lead users to an interactive editorial that took them deeper into the narrative, the creative tools and the art of film photography.

To close out each story, the campaign encouraged people to take a photo inside a custom 360° Google Street View experience and upload it to their own accounts for a chance to win our photographer’s collections.

To bookend the digital experience fans were invited to move from behind the lens to inside of it with installations of the world’s oldest camera: the Camera Obscura. The functional camera developed unique photos from the event and doubled as an event space to showcase the influencers’ collections.


From B2C to B2B

The mobile-first campaign increased awareness for the NMD launch and drove engagement with adidas’ core audience resulting in over 10MM earned impressions in the first 48 hours, 7.1M video views and over 2,000 event attendees.

The shoe sold out in its first two weeks and the campaign was so successful that adidas requested an extension of the creative from the original B2C audience to their B2B audience of retail partners.