Work for Adidas Originals. We used the interactive, open-source nature of Instagram stories to create a digital event experience that was a necessary component of the live Hypefest event itself. We used Instagram story’s polling and livestream features to create an online experience in which our global audience’s opinions affected event outcomes in real time. The online community of Sneakerheads could also get involved by means of posting GIPHY stickers of the Never Made sneaker collection to their IG stories, which I designed. The Never Made franchise was launched at the Hypefest event, and is a campaign that collides past and present adidas sneaker styles. The GIPHY stickers reflected the campaign in that a variety of uppers and soles were made into separate stickers, which users could combine and post to “create” their own Never Made silhouettes. After the event, we produced a series of Never Made product-focused videos to showcase the franchise.