We needed to launch NMD to market in a way that would create sustained hype & interest in the silhouette to enable it to earn it’s rightful title as the ‘future icon’.

001.

INTELLIGENCE

The urban landscape represents the perfect canvas for discovery and creative expression for local youth.

We wanted to inspire the notion of urban exploration in our audience, putting it at the heart of a three-phase launch plan.

002.

OG LAUNCH

A unique NMD exhibition in an unassuming city art gallery, invited key guests to discover the deconstructed story of NMD as well as an exclusive opportunity to purchase.

003.

GEN NMD PT1:

A content collaboration series between influential local urbex photographers and young lifestyle influencers that embody the spirit of the urban nomad. Consumers were then invited to join the series by contributing their own urban exploration inspired images via Instagram.

The series culminated in a unique crowd sourced exhibition in a rooftop venue in the inner city of Johannesburg.

004.

GEN NMD PT 2:

Using the unique sounds of the urban environment as inspiration, we transformed an iconic old theatre in downtown Joburg into an immersive sonic experience, supported by bespoke projections, content and live performances by some of the country’s most progressive live artists.