Adidas Project Harden

Instagram campaign 

Adidas Project Harden, Vol. 1

2017

Weekly Social Content






To create hype three months prior to the release of the Adidas Harden Vol. 1 collection we set up a plan to tease the shoe through an exclusive private Instagram channel that had a set capped entry per day. This illusive setup revealed obscured, glitchy views masking the shoe and representing the same disruptive and unpredictable nature Harden is known for. During this period content on the @projectharden Instagram page refreshed in entirety each week—a unique deviation from the standard Instagram storytelling narrative.

At the 9th Annual Shorty Awards the project won best use of Instagram for a social campaign and placed as a finalist in the Sports category. It was also recognized at the 2017 Clio Awards with a Silver Win in the Sports for its use as a Single Platform Social Campaign.

Role // Visual Concept and Direction, Design Execution, Animation & Motion