ADEAM

NYFW Virtual Runway Show

Project overview

Led the creative direction for Adeam's first-ever CGI-enhanced NYFW Virtual Runway, transforming a traditional fashion show into an immersive digital experience through the creation of Adeam Island. This groundbreaking showcase blended cinematic storytelling with cutting-edge 3D visuals, establishing a new standard for digital-first fashion presentations.

Collaborated with a cross-functional team of creative producers, cinematographers, CG designers, lighting directors, and post-production specialists to deliver a seamless and engaging virtual environment. The project utilized advanced 3D rendering and interactive elements to replicate the grandeur of a live runway show, allowing global audiences to experience Adeam's SS 2022 collection in a new, innovative way.

The virtual experience achieved a 40% increase in user engagement, with average session durations exceeding 10 minutes, demonstrating strong audience interest and interaction with the immersive digital content. The project's success influenced Adeam's ongoing strategy for digital-first experiences and immersive storytelling.

Creative Direction

  • Defined a campaign narrative and visual strategy that merged luxury fashion with digital-first storytelling.

  • Produced multi-format creative assets — video, motion, and interactive content — optimized for social and web distribution.

  • Led a cross-functional creative and production team (3D designers, animators, cinematographers) to deliver a cohesive brand journey across digital channels.

  • Ensured visual consistency and cultural relevance, balancing ADEAM’s aesthetic with innovative use of generative design and interactive storytelling.

 

Creative Execution

  • Defined a social-first creative strategy that emphasized cinematic storytelling, cultural relevance, and interactive engagement to replicate the allure of a live runway while extending its reach across digital platforms.

  • Partnered with ADEAM’s creative team to align campaign narratives and visual concepts with the collection’s aesthetic, ensuring a cohesive brand story across social and web.

  • Directed a multidisciplinary creative team (3D, animation, motion, developers) to produce multi-format content — video, motion graphics, and interactive experiences — optimized for Instagram, TikTok, and YouTube.

  • Collaborated with marketing and product teams to optimize creative outputs for web and mobile, ensuring accessibility and high engagement.

  • Designed immersive virtual sets inspired by collection themes, translating fashion into platform-native storytelling assets for global audiences.

  • Implemented interactive campaign features that encouraged exploration and sharing, driving deeper audience connection and social amplification.

  • Leveraged advanced creative workflows and rendering tools to deliver high-fidelity visuals consistent with luxury media standards, ensuring craft and quality at scale.

BREIF

Result & Impact

  • Drove a 40% lift in digital engagement, with audiences spending an average of 10+ minutes exploring the virtual experience.

  • Reached a global audience during NYFW, extending ADEAM’s visibility beyond physical attendance.

  • Established a new creative benchmark for luxury fashion campaigns, showcasing how emerging technology and storytelling can merge to deliver culturally resonant, platform-native brand experiences.

  • Influenced ADEAM’s long-term strategy for digital-first fashion showcases.