Firstborn and Adidas joined forces to connect the NMD with analog photography in an effort to position the shoe as an aid to the creative process.
The result: the first-ever Adidas campaign designed entirely for Instagram. Although the campaign never left the platform, it resulted in almost 200,000 website visits and 296 million impressions.
The Adidas Instagram Story housed four chapters, each showcasing the photographers’ toolkits and their process for urban exploration. Dondre’s narrative centered around his life in the Bronx and how he’s striving to challenge and change the perceptions surrounding his neighborhood.
Sagan’s narrative focused on the evolution of his photography—how he started by photographing his friends at the skate park and now shoots all over LA.
When users swiped up from the Instagram Stories they were taken to a 360º view of a street corner. They were invited to scan the scene, find their shot, and post it to their feed using the campaign hashtag. This gave the the viewer an opportunity to try street photography for themselves.
Larger-than-life camera obscuras were placed in each city—letting fans step into the camera and become part of an image.
These camera also showcased the photographers’ recent work, their toolkit, and of course, the NMDs they wore while exploring the city.