adidas project harden




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. The project was awarded as a Shorty Awards Winner and a runner-up at the Clio Awards in 2017.





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Credits

Agency - Swift
Client - Adidas
CD - James Robinson, Pat McCarren
AD - Billy Lymm

Copy - Nick Bynum





Mark