adidas NMD Release — Berlin

A release like the NMD already pulls people to the window on its own — the job was to stage it, not upstage it. A flagship shop window is not a screen people stop to watch; it's something they catch mid-stride from the street, with the actual shoe sitting right there in the same frame.

Reduce the NMD to a single continuous line. Everything the silhouette is known for — construction, movement — drawn rather than shown, so the content reads instantly at any distance and never competes with the product itself for attention.

Line construction and animation in 3D so the geometry stays true to the actual product, output as loops tuned for LED pitch and viewing distance rather than for a desktop screen.

The same brief today would start with generative exploration of line languages and movement studies in an afternoon rather than a week — then hand the selected direction straight to 3D, because a flagship LED loop has to match the real silhouette to the millimetre. Generation finds the idea; construction delivers it.

Colour and contrast built for emissive LED, not print. Loop points hidden. Frame rate and file specs matched to the in-store playback system so nothing was re-encoded on site.