Culture Worlds

The sneaker category is going through an intense and exciting period of transition. Consequently, it is one of the most exciting and progressive spaces that we work in. The transition from storytelling to story living is a growing trend among streetwear and footwear brands alike.

As demonstrated through our collaborations with brands including Nike, adidas and Converse, we know audience expectations have evolved. Our clients in this space are coming to us to better understand how to connect or reconnect with their audiences - whether through culture, breaking formats or building worlds through more connected storytelling.

Collaborations between luxury + streetwear brands make more sense today than ever. Through our work and thought leadership we've explored the rationale behind these unconventional partnerships? And how two contrasting creative aesthetics can merge to become one?

Last year we created a content-led product launch for Nike with culture and innovation at the heart. Working with Daito Manabe we transformed the rooftop of Peckham Levels with a larger-than-life art installation of a sneaker, creating 3D-generated visuals which iterated to the ‘pulse’ of the beat. Paired with Daito’s AI systems, these visuals were projection mapped onto our large-scale sneaker canvas in real-time, manipulating sound into art portraying a live representation of the people, music and energy from the party below. Captured by dynamically shot drone footage and photography we dropped our content across the brand's social channels within 7 hours of shooting, creating hype and a social buzz that rippled through the community.

For a different brand, we worked with four female creatives on an immersive experience, each occupying a dedicated zone that not only highlighted their innovative creations but also showcased their unique reinterpretation of a sneaker. Spotlighting their individual style and technique using lidar scanning and projection-mapped 3D renders, we were able to facilitate their storytelling through technical exploration, intersecting digital and real-world events, told by those at the forefront of it.

Developing an authentic audience understanding for any form of localization is key in order to communicate effectively. We lean into local research, community engagement and cultural insights, to ensure relevancy. Our broad global network allows us to tap into on-the-ground market knowledge supporting the creative and production process along the way.