How can we encourage influencers to share perspectives of their home turfs? We built nine connected LED cubes around Europe, giving the urban nomads an interactive canvas for expressing their cities.
There’s a new generation of successful urban photographers around. With their Instagram accounts they are where you are, adding a new and fresh perspective on the cities we live in.
For the international launch of the NMD shoe line adidas wanted to engage this crowd to show off their own cities. In order to enable this they engaged Act Normal and Your Majesty to build nine interactive LED cube installations. All the cubes were connected and then placed on popular streets in London, Berlin, Stockholm, Milan, Barcelona, Hamburg, Rotterdam, Frankfurt and Munich.
Along with displaying visualized content from local influencers, the cubes allowed by-passers to interact with other cities by using their smartphones to control which city that should displayed on the cube in front of them. Additionally, by adding #NMD to their Instagram photos, users could have their photos be a part of the visuals displayed on the cube.
In order for us to run real-time motion graphics in nine parts of the world simultaneously we built custom software using Unreal Engine. This allowed us to output 60 FPS in the visualizations even with real-time updating text, image and live streamed content.
The NMD launch was very successful, with over 150,000 #NMD pictures shared on Instagram. The shoe sold out on the first day, making the launch one of the most successful in adidas's history.
P R O J E CT
NMD Cubes
C L I E N T
adidas Originals
S E R V I C E S
Experience design, Art direction & design, Motion graphics, Web Development, Unreal Engine development, Event production
C O L L A B O R A T O R S
Act Normal, Naivi, LedLease
