adidas AG. Y-3 Reflections

Create an online campaign for the Fall/Winter Collection 2006/07 of the luxury fashion label Y-3. The goal: a product focused brand experience that exceeds the expectations of the demanding target group as well as what Neue Digitale has done for the brand so far.

Digital reflections
Reflections are the inspiration for the collection and all campaigns. Shattered mirrors, distortions, and reflections work as style elements in the digital communication and provide an endless variety of perspectives to users who interact with the site.

360 degrees
The website: Models appear out of the dark and users can see each look from various perspectives.  Users can also access hidden details and turn the models around.
The newsletter: Another example of the playfulness of reflections since it can only be read in a mirror.
The webcam banner: Plays with user expectations. A mirror reflects the user and shatters as soon as he moves in front of the webcam.
The mobile phone app: A mobile app that lets users view the collection in an interactive 360° format.

Totally top
Neue Digitale pushes the limits of what is technologically possible: transparent video, real-time reflection calculation, takes advantage of all Flash 8 features. Neue Digitale took over director duties and was responsible for the entire implementation: casting, shooting and post production. Neue Digitale thrills and impresses with a brand user experience that transforms intuitive navigation into a sensation.

Four years of Y-3. Four very different user experiences that elevate interaction to an art form. The new collection is presented in a way that strengthens image and awareness of the brand, that continues the successful trend of the last few years and that reenters the consciousness of style and opinion leaders. It’s also been showered with the most important international creative awards and has reached the pinnacle of both the digital brand landscape and the adidas lifestyle offer.