Case Study
Bridging Physical and Digital: Balmain’s 360-Degree Campaigns
Project overview
As a Creative Director, I led two groundbreaking projects for Balmain that exemplify the power of blending physical activations with innovative digital experiences. These campaigns, the "Balmain x Ant Kai Collaboration" and the "Balmain Unicorn Phygital Sneakers Collection," demonstrated my ability to create immersive brand experiences through strategic design, digital technology integration, and creative direction.
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Company
Space Runners
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Year
June 2022 - December 2022
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Role - Creative Director
DESIGN LEAD, CREATIVE CONCEPT, CREATIVE PRODUCTION & BRIEF, 3D PRODUCTION EXPERIENCE DESIGN
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See Product at
Project #1
Balmain Unicorn Phygital Sneakers Collection
Balmain’s Unicorn Sneaker launch aimed to push the boundaries of digital-first luxury, appealing to a tech-savvy, fashion-forward global audience. Recognizing that traditional product showcases lacked interactivity and immersive storytelling, the strategy focused on merging high fashion with Web3 engagement.
By leveraging phygital collectibles and digital wearables, the campaign introduced a new model for luxury product experiences, enhancing exclusivity, engagement, and brand loyalty. This initiative not only expanded Balmain’s digital presence but also reinforced its position as a pioneer in the evolving landscape of metaverse-driven fashion.
Creative Process
• Led the creative vision and execution for the campaign, ensuring alignment with Balmain’s luxury aesthetic and digital-first strategy.
• Defined the visual storytelling approach, crafting an immersive experience that blended high fashion, Web3, and interactive digital design.
Team Leadership & Cross-Disciplinary Collaboration
• Directed a multidisciplinary team of 3D artists, motion designers, and UX specialists, ensuring a cohesive creative execution across all platforms.
• Partnered with Balmain’s marketing and technical teams to maintain consistency in storytelling, branding, and digital activations.
Immersive Digital Experience & Visual Design
• Designed intuitive user interactions, enabling audiences to explore the Unicorn Sneaker in 3D through a seamless digital experience.
• Oversaw the real-time rendering process, optimizing visual fidelity for web, social media, and interactive product showcases.
Result & Impact
The Balmain x Space Runners Unicorn Phygital Sneaker Collection was a groundbreaking success, blending luxury fashion with digital innovation. The campaign drove significant engagement, expanded Balmain’s reach in the Web3 community, and reinforced its position as a leader in phygital experiences.
Key Achievements
20,000+ users registered on the waitlist, demonstrating high anticipation.
Complete sell-out of all Unicorn Bundles, confirming strong market demand.
60% of sales made in cryptocurrency, highlighting deep engagement with Web3 audiences.
Buyers from 16 countries, proving the collection’s global appeal.
Featured in over 100 media outlets, including Vogue Business, HYPEBEAST, Forbes, and Cointelegraph.
Consumer Engagement & Brand Growth
• The interactive digital showcase significantly increased session duration and interaction rates compared to traditional product pages.
• The campaign attracted global fashion media and influencers, elevating Balmain’s digital presence.
• Positive consumer feedback validated Balmain’s commitment to digital-first luxury experiences, setting a new standard for phygital fashion marketing
Project #2
Balmain x Ant Kai Collaboration
Balmain sought to introduce a limited-edition version of its iconic Unicorn sneaker while engaging both physical and digital audiences. The goal was to create a dynamic, 360-degree campaign that resonated with fashion enthusiasts and tech-savvy consumers alike.
I directed the creative strategy that merged traditional craftsmanship with generative AI technology, enabling an unprecedented level of personalization through our AI design tool. I also managed the end-to-end creative process, ensuring a cohesive and immersive brand experience that captivated both physical and digital audiences, positioning Balmain at the forefront of next-gen fashion.
Result & Impact
Enhanced Brand Innovation: By integrating AI technology and digital collectibles, Balmain positioned itself at the forefront of fashion innovation, appealing to tech-savvy consumers and setting a precedent for future collaborations.
Expanded Audience Reach: The collaboration attracted a younger, digitally native audience, bridging the gap between luxury fashion and emerging digital trends. This strategic move broadened Balmain’s market appeal and reinforced its commitment to inclusivity.
Sustainable Practices: Utilizing the Polygon blockchain for minting digital collectibles underscored the brand’s dedication to eco-friendly practices, resonating with environmentally conscious consumers and enhancing corporate social responsibility.