adidas AG. Y-3 Surveillance

Update the online presence for luxury fashion label Y-3. The brand experience should stand in the foreground. Products should be presented in a natural but interesting way.

Walking models use the screen as catwalk and showcase the looks in numerous video sequences. Surveillance cameras, negative effects and changing camera perspectives ensure an intent atmosphere. The user experiences the styles from different perspectives and in double screen size. The navigation concept is based on a grid made up from single screens from the surveillance cameras. The user can move intuitively through the products. In an online fashion show, the user can switch between different surveillance modes, turn them on and off and choose different camera perspectives in order to experience the looks in detail and from all sides.

The surveillance camera look is the main element of the collection. Transported into this novel product experience, the user intuitively and innovatively navigates through the collection. Digital communication which pulls out all the stops.