The Brief
For the pre-launch of adidas Sportswear, a new product category aimed at Generation Z and built on the pillars of "Take it easy and relaxed", "Get it done" and "Stay curious and escape", Amplify asked us to design a series of immersive digital experiences for internal staff, stakeholders and PR partners, experiences that matched a generation moving seamlessly between the digital and physical worlds.
With the physical products not yet available, we created a digital catwalk giving an exclusive first look at the new range. Using 3D assets we built an interactive virtual world where users could explore the collection in different lifestyle settings, moving through it like a virtual wardrobe. A bespoke virtual platform supported the unveiling, telling the story of the new category and delivering high-definition media to a wide audience.
With AWS MediaConvert we produced video-on-demand content for broadcast and multi-screen delivery at scale, fully optimised for different devices, browsers and bandwidths, so the experience stayed reliable however the audience joined.
Building for polish and scale under launch pressure, before the product even existed physically, remains central to how we engineer platforms at Node.