NBA Champions Sneaker NFTs with Kyle Kuzma and Nick Young
Project Overview
As the Creative Director for the Balmain x Space Runners Unicorn Sneaker Collection, I led the strategic vision and creative execution, ensuring that the campaign effectively merged luxury fashion, digital collectibles, and Web3 engagement. This collaboration introduced Balmain’s first digital wearable that could be used in a virtual world, reinforcing the brand’s commitment to digital innovation.
Partnering with Balmain’s creative and marketing teams, I directed the visual identity, campaign storytelling, and digital brand experience, ensuring that the collection aligned with Balmain’s avant-garde aesthetic. The Unicorn Digital Collectible NFT not only granted access to exclusive Balmain experiences—such as early product drops and members-only benefits—but also positioned the brand within the growing phygital luxury market.
Launched at NFT Paris ahead of Paris Fashion Week, the campaign garnered global media coverage, strengthening Balmain’s position as a pioneer in Web3-driven luxury retail. This project successfully bridged sneaker culture, digital fashion, and metaverse integration, setting a new precedent for how high fashion brands engage with digital-first audiences.
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Company
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Year
June 2023 - December 2023
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Role - Creative Director
Design Lead | UX Strategy & Interaction Design | 3D Product Experience Design
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See proudct at
Vision & Strategy
Creative Execution
Balmain’s Unicorn Sneaker launch aimed to push the boundaries of digital-first luxury, appealing to a tech-savvy, fashion-forward global audience. Recognizing that traditional product showcases lacked interactivity and immersive storytelling, the strategy focused on merging high fashion with Web3 engagement.
By leveraging phygital collectibles and digital wearables, the campaign introduced a new model for luxury product experiences, enhancing exclusivity, engagement, and brand loyalty. This initiative not only expanded Balmain’s digital presence but also reinforced its position as a pioneer in the evolving landscape of metaverse-driven fashion.
Creative Direction & Concept Development
• Led the creative vision and execution for the campaign, ensuring alignment with Balmain’s luxury aesthetic and digital-first strategy.
• Defined the visual storytelling approach, crafting an immersive experience that blended high fashion, Web3, and interactive digital design.
Team Leadership & Cross-Disciplinary Collaboration
• Directed a multidisciplinary team of 3D artists, motion designers, and UX specialists, ensuring a cohesive creative execution across all platforms.
• Partnered with Balmain’s marketing and technical teams to maintain consistency in storytelling, branding, and digital activations.
Immersive Digital Experience & Visual Design
• Designed intuitive user interactions, enabling audiences to explore the Unicorn Sneaker in 3D through a seamless digital experience.
• Oversaw the real-time rendering process, optimizing visual fidelity for web, social media, and interactive product showcases.
Result & Impact
The Balmain x Space Runners Unicorn Phygital Sneaker Collection was a groundbreaking success, blending luxury fashion with digital innovation. The campaign drove significant engagement, expanded Balmain’s reach in the Web3 community, and reinforced its position as a leader in phygital experiences.
Key Achievements
20,000+ users registered on the waitlist, demonstrating high anticipation.
Complete sell-out of all Unicorn Bundles, confirming strong market demand.
60% of sales made in cryptocurrency, highlighting deep engagement with Web3 audiences.
Buyers from 16 countries, proving the collection’s global appeal.
Featured in over 100 media outlets, including Vogue Business, HYPEBEAST, Forbes, and Cointelegraph.
Consumer Engagement & Brand Growth
• The interactive digital showcase significantly increased session duration and interaction rates compared to traditional product pages.
• The campaign attracted global fashion media and influencers, elevating Balmain’s digital presence.
• Positive consumer feedback validated Balmain’s commitment to digital-first luxury experiences, setting a new standard for phygital fashion marketing
HERE MORE STORIES
Pending publishment due to confidentiality!
Because of the confidential nature of the work, I can't publicly share artifacts from my design process, but I'd be happy to show them to you in person if you'd like.
Feel free to reach out.