NMD_S1 +
JD Sports

Adidas approached us to create a campaign to promote their NMD line in JD Sports stores - set to launch June 2023. For the campaign, they would need elements in-store as well as online. This would include window displays as well as styling and direction for a photoshoot.

PHOTOSHOOT

CONCEPTING

Adidas needed updated photography for their NMD line. We had creative for environment and social that would be elevated by new photography. Finally we arrived at this direction. Below is an abbreviated moodboard to help fully communicate the visual aesthetic.

The NMD line describes itself as clean, digitally infused, and earthy. We needed to find a balance of nature and urban visual elements. In the end we landed on a surreal landscape that feels familiar but other.

MOODBOARD:

PHOTOSHOOT

SELECTS

WINDOW DISPLAYS

JD SPORTS RETAIL WINDOW DISPLAYS

For the window displays, JD Sports asked that we repurpose some of the large wooden retail fixtures they use in the store. To highlight the urban feel of the shoe while highlighting sustainability, we utilized stone, gravel, plant material, and metallic vinyl. We also added opaque and transparent acrylic boxes to allow creative backlight options within the display.

MATERIALS
Acrylic Boxes
Gravel
Plant Material
Repurposed Wooden Display Boxes
Stone

FINAL PRODUCTION

DIGITAL ADS

CLIENT

adidas

ROLE

Art Direction, Design

COMPANY

Happylucky