The Stuff of Legends: Unicorn Sneaker NFT
Balmain Unicorn Phygital Sneakers Collection
Project overview
Led the 0→1 creative direction for Balmain’s Unicorn Phygital Sneaker launch, transforming a traditional fashion release into a real-time, interactive digital experience. The project integrated 3D product visualization, AI-driven customization, and modular design systems to bridge the gap between physical and digital product ownership. Positioned the launch as part of the Space Runners ecosystem, connecting product creation (Ablo.ai), virtual engagement (Spaceverse), and phygital ownership (Digital Collectibles).
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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, Concept Design, Creative Production (Brief, 3D motion), 360° Campaign, Product System
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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.
Key Contributions
0→1 Product Systems:
Developed the core product architecture for digital sneakers, including real-time customization, virtual try-ons, and personalization tools.
Built modular, reusable design frameworks that allowed future collections to plug into the same interactive infrastructure without breaking the core experience.
Immersive Product Experiences:
Created interactive product flows, including 3D product exploration, real-time feedback, and dynamic product detail views.
Integrated cinematic motion and interaction logic to support luxury brand tone without compromising usability.
Cross-Platform Scalability:
Designed a scalable system that connected physical and digital touchpoints, ensuring a seamless user experience from product discovery to checkout.
Optimized 3D asset pipelines for real-time rendering, reducing load times and enhancing mobile performance.
Ecosystem Integration:
Positioned the Balmain launch as part of a connected product suite, aligning Ablo.ai (how to make it), Spaceverse (where to wear it), and Digital Collectibles (what to wear) into a cohesive digital ecosystem.
Data-Driven Design:
Used real-time analytics to optimize user flows and personalization features, aligning product behavior with real-world user engagement.
Conducted A/B testing for the Balmain x Space Runners campaign, replacing “NFT” messaging with “Physital” (Physical + Digital) to align with fashion audiences — improving engagement and campaign clarity.
Outcomes
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.