alexander wang x adidas
ART DIRECTION, DESIGN
AWARDS
Gold CLIO, FASHION & BEAUTY, INTEGRATED
Gold CLIO, FASHION & BEAUTY, PARTNERSHIPS
Silver CLIO, FASHION & BEAUTY, OUTDOOR
"Strictly wrong".
Launching the Adidas and Alexander Wang collaboration opposite what anyone had seen before.
We developed an anti-launch strategy for social media, pushing followers to a phone number where they could learn more about the collection and revealing the number via drone footage flying over key cities with little explanation.
Cryptic tearaway fliers posted throughout NYC gave out the time and locations where customers would find nondescript delivery trucks selling the collection directly from trash bags and establishing its own black market in the face of the fashion industry.
It was described as the most talked-about experience of New York Fashion Week collecting over 6.3 million views of the Instagram Stories and was recreated in London and Tokyo, where the collection continued to sell out.
