NMD_S1 + JD SPORTS CAMPAIGN
Role Design, Photo Direction, Art Direction
Agency Happylucky
Client Adidas
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.
BTS video was shot and edited by Happylucky
PHOTOSHOOT
CONCEPTING
MOODBOARD:
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.
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
