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Special Project

Special Project
From the 10th Annual Shorty Awards

Adidas NMD Campaign

Finalist in Instagram, Instagram Story


The Adidas NMD footwear line was designed for the "Urban Nomad"—on-the-go creators who spend most of their time creating and sharing inspiration on social media. For the FW17 drop, Adidas wanted to connect the NMD with analog photography and use the film development process as a metaphor for the creative process.

How could we connect this transient, future-obsessed audience to a campaign inspired by the past? By using one to empower the other, we created the first-ever integrated Adidas campaign designed entirely for Instagram.

Strategy and Execution

Forever Developing is an integrated campaign taking place exclusively on Instagram. Released on the Adidas Originals Instagram Story, a docu-style content series explored the creative toolkits of two film photographers—centered around a pair of NMDs.

We broke the series into chapters and shot the scenes vertically to optimize each video for mobile viewing. A simple swipe up lead users to interactive editorials that dove deeper into the creative tools and wove ecommerce naturally into the narrative.

A custom 360-degree Google Street View experience at the end of each narrative turned our viewers into virtual street photographers. Here, viewers could pan the scene, take a unique photo and upload to Instagram for a chance to win our photographers' collections. To drive repeat visits and increase social sharing, the scenes changed dynamically depending on the time of day.

The campaign was bookended with physical installations of the world's oldest camera—the Camera Obscura. Visitors moved from behind the lens to inside of it—driving traffic to the digital experience through Instagram content created at the event.


Content shared by Adidas and their consumers created a web of awareness for the upcoming launch of the NMD—with relevance nationwide. By crafting a campaign that never left Instagram, we increased awareness for the NMD launch and drove engagement with Adidas' core audience, resulting in over 10MM earned impressions in the first 48 hours.


Video for Adidas NMD Campaign

Entrant Company / Organization Name

Firstborn, Adidas Originals