Targeting the Right Eyes

We paired up known sneakerhead & 1/4 of The Sam Willows, Jon Chua with the highly anticipated Adidas NMD_ launch in March 2016. Our video raked up views and comments at a tremendous pace right after the release. 

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Concept

While other major cities were flaunting their chops in the NMD_ release trailer, we wanted to showcase Singapore's grimy and raw side. We found the untouched and unrefined alluring. It was important that we matched the origins of the NMD_ which drew inspirations from archival Adidas models. It was with that in mind that we incorporated the city in both our Aural and Visual storytelling.