Balmain Unveils Unicorn Phygital Sneakers Collection
Project Overview
Led the creative direction for the Balmain Unicorn Sneaker campaign, crafting a visionary 3D digital experience that merged fashion, technology, and storytelling. Collaborated with Balmain’s creative and marketing teams to design interactive visuals and immersive product showcases, leveraging dynamic 3D environments to capture the brand’s avant-garde aesthetics.
The project integrated generative AI technology through a collaboration with Space Runners, utilizing an AI design tool powered by the Stable Diffusion model. This tool allowed for real-time sneaker customization by generating immersive 3D visuals based on user-inputted keywords, ensuring that each design reflected Balmain’s signature aesthetic. The innovative use of AI personalization elevated the luxury experience, blending cutting-edge technology with high fashion.
The campaign significantly enhanced Balmain’s digital presence, driving engagement among fashion-forward consumers and global audiences. Through interactive 3D storytelling and AI-driven customization, the project attracted extensive media attention and solidified Balmain’s leadership in digital-first fashion experiences. Its success influenced future digital marketing strategies, reinforcing the brand’s commitment to innovation.
Client
BALMAIN
Year
June 2023 - December 2023
Role -Creative Director
Design Lead | UX Strategy & Interaction Design | 3D Product Experience Design
See Product at
Creative Challenge
Balmain aimed to redefine the digital product launch for their Unicorn Sneaker, targeting a digitally-savvy, global luxury audience. The challenge was to create a unique, immersive experience that resonated with both fashion enthusiasts and tech-forward consumers. Traditional product showcases lacked the interactive storytelling needed to drive deep engagement, making this project an opportunity to merge luxury aesthetics with digital innovation.
Creative Process
Vision Development & Concept Creation
Creative Vision: I collaborated closely with the teams at Balmain and Space Runners to develop the overarching creative concept, ensuring it remained consistent with Balmain’s luxurious and innovative brand identity.
Visual Content Creation: I directed the creation of high-quality visual content for the campaign, including promotional videos, digital assets, and imagery used in marketing materials. This helped communicate the unique nature of the phygital collection to a global audience.
Team Leadership & Collaboration
Directed a cross-functional team of 3D artists, motion designers, and UX specialists to deliver a cohesive creative solution.
Coordinated with marketing and technical teams to ensure consistency in storytelling across digital platforms, including web, social media, and product activations.
Interactive & Visual Design
Designed intuitive user interactions that enabled users to explore the product in detail through immersive 3D visuals.
Implemented real-time rendering techniques to enhance visual fidelity and maintain performance across digital platforms.
Outcome & Success
The Balmain Unicorn Sneaker campaign achieved exceptional results, drawing significant engagement across Balmain’s digital channels.
• Increased engagement metrics: The interactive product showcase led to longer user sessions and higher interaction rates compared to traditional product pages.
• Expanded reach: The campaign attracted attention from global fashion media and influencers, contributing to heightened visibility in both fashion and technology circles.
• Consumer feedback: Users praised the campaign’s innovative approach to product discovery and interaction, reflecting Balmain’s commitment to digital-first experiences.
The result and impact
The Balmain x Space Runners Unicorn Phygital Sneaker Collection was a major success, achieving remarkable results under my creative direction:
Over 20,000 users registered on the waitlist.
All Unicorn Bundles sold out rapidly.
60% of sales were made using cryptocurrency, reflecting strong engagement from the web3 community.
Buyers from 16 countries participated, highlighting the global appeal of the collection.
Featured in over 100 media outlets, including Vogue Business, HYPEBEAST, Forbes, and Cointelegraph.
Collaboration with BALMAIN X ANT KAI
HERE MORE STORIES
Pending publishment due to confidentiality!
Because of the confidential nature of the work, I can't publicly share artifacts from my design process, but I'd be happy to show them to you in person if you'd like.
Feel free to reach out.