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adidas Originals needed to build hype around the re-release of adicolor, one of their most iconic Original lines of color blocked fashion. Partnering with retailer PacSun, they challenged us to create an interactive environment that would immerse LA based influencers and the public in a world of color.
The audience lives their best lives on their Instagram feed: they use it to showcase their personal style, as well as inspiring FOMO about the experiences they attend.
What better way to showcase a story about color than designing an LA Street Fair through the lens of Instagram from the ground up, letting the audience document the experience from start to finish?
The adicolor Street Fair invited guests to explore engaging, interactive ‘stalls’, each designed around a single (adi)color. The hook was that to earn currency to spend on their experiences, they needed to share, share, share: social currency became the actual currency to unlock the experiences and drive audiences from the fair to in-store.
Hundreds of young LA creators and style connoisseurs attended over a two day program, sharing their every move.
Millions engaged on social with an output of visually compelling content via #adicolor.
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