Balmain’s first Unicorn Phygital Sneakers Collection
Project overview
Directed the creative strategy for Balmain’s Unicorn Sneaker launch, transforming a luxury product drop into a global social-first campaign. Designed bold narratives and immersive content that merged high fashion with interactive digital storytelling, engaging audiences across platforms and driving record-breaking participation.
Creative direction
Developed a multi-channel campaign system blending luxury aesthetics with AI-driven personalization and interactive storytelling.
Created platform-native content from motion assets to digital collectibles, designed to spark shareability and cultural conversation across Instagram, TikTok, and digital media.
Partnered with cross-functional teams to ensure a cohesive, high-impact experience across digital, social, and physical activations.
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
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.
TikTok Campaigns
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.