this year adidas and yohji yamamoto celebrate ten years of y-3, a collab based on seeming opposites that combine adidas' sports technology and the japanese designer's design aesthetic. the communication campaign for s/s 2013 captures the very essence of y-3, led by photographer and director pierre debusschere, it explores the partnership of the opposed - the transmission of ideas from the two worlds of japan and germany. the accompanying campaign film is a study of movement, distortion and transformation. through a cutting-edge interactive online interface located on the y-3 website, the viewer will be able to engage with the video content and through manipulation of sound and image will compose their own audio-visual piece of art in real-time.
all at the fingertips of the composer, the film pieces are distorted and deconstructed, mirrored and stretched, echoed and multiplied in kaleidoscopic patterns. simultaneously the ambient music transforms within the synthetic experience. y-3 commissioned canadian sound artist tim hecker, noted as one of the most preeminent figures currently making ambient music, to compose an original work exclusively for this s/s 2013 collection interactive video. by incorporating the audio-visual arrangements acne - y-3's digital lead agency - conceptualized and crafted responsive, dynamic effects and created the full experience. while choosing the film clips and experimenting with the audio-visual effects the composition can be recorded and shared online.
© y-3 - screenshot of the campaign