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Fashion April, 25 2013

Y-3 Launches Spring/Summer 2013 Interactive Campaign Film

In 2013 adidas and Yohji Yamamoto celebrate 10 years of Y-3, a collaboration based on seeming opposites combining adidas’ sports technology and Yohji Yamamoto’s design aesthetic. The communication campaign for Spring/Summer 2013 captures the 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 user 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 Tim Hecker, noted as one of the most preeminent figures currently making ambient music, to compose an original work exclusively for the Spring/Summer 2013 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. The result is always unique and unexpected.

Here below you can watch the intro film.

Check out the full experience on the Y-3 website here.

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