Revealing a clothing drop with
drones & Snapchat

When adidas and Alexander Wang came together for the first time, they wanted the announcement of the partnership to be the opposite of any collaboration people had seen before. To help embody this “Strictly Wrong” ethos, we created an anti-launch strategy for social media, pushing followers to a phone number where they could learn more about the collection and revealing the number via drone footage flying over key cities with little explanation. The approach worked, garnering over 6.3 million views of the Instagram Stories and selling out the collection at launch.