“HIDDEN IN PLAIN SIGHT” INTEGRATED EXPERIENTIAL CAMPAIGN
the sneaker drop is broken.
There’s something special about an IRL sneaker drop. But chaos, crowds, and greedy resellers have hijacked the events—and it’s stopping real fans from buying the shoes they love.
To launch the adidas Originals Camo pack, we reimagined the product drop as an AR experience that eliminated lines and outsmarted resellers.
ROLE: Co-Led Idea Development and Creative Direction of Production
scan the poster,
get the shoes.
no lines. no fights.
webAR wild postings turned city streets into interactive shopping portals. Fans who found the posters could access the experience and go straight to checkout with no app download required.
local streetwear influencers took over the drop in their cities.
Influencers hid posters in plain sight, with clues to their locations seeded on Instagram, giving real fans who followed along a leg up on finding the drop sites.
Case Study
Credits:
Dave Snyder, ECD
Sam Isenstein, ACD
Joey McRobert, Senior Copywriter
Kyle Helmstetter, Designer
Mike Wells, Editor
Recognition:
AdWeek Project Isaac Award - Winner, Best Mobile Invention
Clio Awards - Bronze Winner, Fashion and Beauty