Collaborating with Adidas Hong Kong, we crafted an Instagram gamified filter to mark the launch of their X9000 sneaker. This interactive experience invites users to embody the mythical guardian of Lion Rock, symbolizing strength and resilience, as they fend off robofish threatening Hong Kong's youth during quarantine.

The filter serves as a centerpiece within a larger social media campaign, featuring evocative concept art by local talent @isaac.spellman. Additionally, an original audio story, exclusively available on @joox_hk, complements the visual narrative, curated by the creative team at @noahworkshop.

By seamlessly integrating interactive digital elements, captivating visuals, and immersive audio content, the campaign not only showcases Adidas Hong Kong's commitment to innovation but also underscores its connection to the local community. Through this multifaceted approach, Adidas reinforces its cultural relevance while fostering meaningful engagement with its audience, positioning itself as a brand that transcends footwear, embodying a cultural force within Hong Kong.