The concept breaks with expectations and firmly positions the luxury fashion label Y-3. In time-delayed sequences, models stroll through an urban environment. Users control where the models walk and can view clothes in detail. The models each have their own audio track. And the mix of models creates a distinctive world of sound – which users can arrange according to individual preferences. Users don’t just control what is happening. They change time too. They are the directors of their own urban fashion show.

Awards: Webby, New York Festival, iF Communication, ADC Germany
Agency: Neue Digitale / Razorfish
Client: adidas global
Role: Art Direction, Design
Link: y3-website