NMD_S1 + JD SPORTS CAMPAIGN
Overview
Campaign creative
Set design
Content capture
Campaign creative
Set design
Content capture
Role
Creative direction
Art direction
On-set direction
Creative direction
Art direction
On-set direction
Client adidas
Agency Happylucky
Agency Happylucky
![](https://freight.cargo.site/t/original/i/3f2b267b8b79492f4bd064a134c88817e4b51d5af3cddce67753c26f813af80d/adi_018A_23_NMD_S1_June_S12_0084.jpg)
This omni-channel campaign for adidas x JD Sports envisions a surreal world, meant for exploration
natural elements, mirror, a sunset backdrop, and gentle uplighting merge to create a subtly weird environment that blurs what’s real.
![](https://freight.cargo.site/t/original/i/7f0b13f009dd29cb83761ca16f70502c4206c8276b8f2a328abc77971953b97d/adi_018A_23_NMD_S1_June_S03_0022.jpg)
![](https://freight.cargo.site/t/original/i/2993edd4b211cf036384749073fe8daefe5a91d813d8956d55dc570d61382e6b/adi_018A_23_NMD_S1_June_S14_0102.jpg)
![](https://freight.cargo.site/t/original/i/8e79c412e1b62556e9ce9322b8caa9f1d167bc45d2be59fe1d42540acb4c1acf/adi_018A_23_NMD_S1_June_S10_0064.jpg)
![](https://freight.cargo.site/t/original/i/e0ed7a1feeb26ea103f0bf2db8557a786f5d625b7c3785642a7ca0f9e37ded03/adi_018A_23_NMD_S1_June_S11_0019.jpg)
![](https://freight.cargo.site/t/original/i/17733ce5a8bcc54670ba76eb730232993f1a24eb7264e1dd296efa16509f04a7/adi_018A_23_NMD_S1_June_S02_0009.jpg)
Natural elements and sunset lighting were brought into the window display as a crate of curiosities
JD Sports global loved it so much, they decided to use it throughout their SE Asia market
![](https://freight.cargo.site/t/original/i/a9ad55ae0d6c5ac1fca3fdb8648d1138b6c8d7d8b0fb0ca38e0a6b24b4bd3bb9/NMD_S1JDSPORTS_NY-7.jpg)
![](https://freight.cargo.site/t/original/i/509169a30ec9527a3a0b1088563e7a05d229012cf21c0ab2d4a6dd2764bfffdc/NMD_S1JDSPORTS_NY-10.jpg)
![](https://freight.cargo.site/t/original/i/e01ca0a338421cef0d7b59732c5a16ad1f9c2ef7ed47f480e36b39bdccf8e51b/NMD_S1JDSPORTS_NY-11.jpg)
![](https://freight.cargo.site/t/original/i/ba9c06622bf3839f2726b51955fc691d8d9ed1575a1f33594b06db27c45d1f33/NMD_S1JDSPORTS_NY.jpg)
A retail, social and ecomm campaign helped drive conversion online
![](https://freight.cargo.site/t/original/i/bcd7dddd2e23e14ccd58750518551edf5a58c59f0c544dba39d2ae3c20563be7/adi_018a_23_JD-HOC_June_NMD-S1-Ecomm_Homepage_Slider_Dual.jpg)
![](https://freight.cargo.site/t/original/i/5a8d7e99edf856ea0b9d4566bce35c6936382e22192206b9ccab57c9d88254ad/adi_018a_23_JD-HOC_June_NMD-S1-Ecomm_Homepage_Slider_Mobile.jpg)
![](https://freight.cargo.site/t/original/i/22e5bf8ab8ca05b5e5ab86f546c3eb60083bb0b7dd3fc63376b6b97038bdbd5a/adi_018a_23_JD_HOC_June_NMD-S1-Ecomm_Gender_Landing_Page_W.jpg)
![](https://freight.cargo.site/t/original/i/c51ce9a5615715390efabe234897269c5e6e1210a651a4f6f00ccc73b111faad/Screen-Shot-2023-06-16-at-8.41.11-AM.png)
![](https://freight.cargo.site/t/original/i/72fea4dfab86f05b901002b80292e017e617015dbafffbbe550abc4d293f6b9b/ADI_018a_23_JD_HOC_June_NMD-S1-Ecomm_In-Grid-Promo.jpg)