The campaign included the deployment of Gear VR headsets to retailers all over the world—including China, Italy, France, and Greece— to demonstrate the product’s features.
Adidas aimed to use hype marketing and exclusive access to uniquely promote NBA player James Harden’s signature shoe months before its launch to the public. The VR experience officially kicked off the Project Harden social campaign (@projectharden) and provided a sneak preview of James Harden's upcoming shoe release. The installation traveled from the Adidas Level 3 basketball camp at Planet Hollywood in Las Vegas, NV, to the Houston Galleria Mall in Houston, TX, the Seventh Letter Art Gallery in Los Angeles, and 4 Houston area Dick Sporting Good's locations.
In collaboration with Tool of North America, we developed a 4D 360-VR experience, complete with an immersive custom-built and programmed haptic system with wind and floor effects tied to specific moments in the film. Heath designed and developed core software and sound design that drive the immersive haptic elements of this uniquely successful experiential branded campaign.
The result was a word-of-mouth publicity like no other. It was Adidas's most successful shoe launch to date.
Tool of North America
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