There’s a new generation of successful urban photographers around. With their Instagram accounts they are where you are, adding a new and fresh perspective to the cities we live in. We engaged these Instagram stars and gave them a new interactive canvas right in the streets themselves. To do this, we built nine spectacular interactive LED cube installations that we placed on popular streets in major cities across Europe. Along with displaying urban photography from local influencers and adidas fans across Europe, the cubes allowed by-passers to interact live with other fans in other cities - by using their smartphones and a unique mobile website to control which city they wanted to see. Naturally, the cubes also shared the products themselves, and directed our urban audience directly to local stores in their own city.

For five days in March 2016, these large digital cubes were placed in central and popular locations in London, Berlin, Stockholm, Milan, Barcelona, Hamburg, Rotterdam, Frankfurt and Munich. The cubes were custom built to about 4 metres wide and 4 metres tall, making them truly stand out in the city landscape. The powerful LED screens was a true monument to adidas, especially at night, as they lit up the city around them. In order for us to run real-time motion graphics in nine parts of the world simultaneously we built custom software using popular video game engine Unreal Engine 4. This allowed us to output content at an effective 60fps - double speed of any normal video - even with real-time updating text, image and live streamed content - and truly stand out across Europe.

The NMD launch was one of the most successful and talked about shoe launches in adidas Originals' history. Lines to the stores were around the block in every city and all products sold out in a matter of hours. Thousands interacted with the cubes, 150.000 photos were shared, with a total reach of over 2 million.