In late 2019 I was the tech lead at Nexus Studios for an Instagram filter for Adidas’ flagship store launch in London. We worked closely with Facebook, our client, as one of their first ‘Spark Spots’ collaborators. The filter used image targets to unlock 3 different experiences – two product-centric experiences and one AR game – all of which could be discovered in-store by holding your phone over each of three posters.
The first experience, Adidas 4D, featured the 4D product shoe emerging from the poster, with graphics inspired by its tagline ‘Born from Liquid’. The second experience, Adidas Loop, features the Loop shoe and an artistic take on the various stages of the shoe’s cyclical recycling process. The third experience, Uniforia, enabled visitors to play a football-themed AR game with the Adidas branded Euro ball, tapping the screen to shoot the ball towards the goal and score as many points as possible in 30 seconds.
A select group of invitees were present on the flagship store’s opening launch party, and one of our three activations, the football-themed AR game, was played and shared by both David Beckham and the YouTube Fortnite star ‘Ninja’.