Donovan Mitchell

donovan

mitchell

experiential

Design

2015

& product

Activation

at comic-Con

(Project 01)

Overview

Introduce the world to Donovan Mitchell, through a nation-wide tour leading up to the release of his first pro model.

Promoting Donovan first meant promoting his message: Determination Over Negativity, or D.O.N. for short.

Introducing D.O.N.

01/03

A Hero for the People

To build buzz around Donovan Mitchell, we first began promoting his message of perseverance: Determination Over Negativity, or D.O.N. for short

02/03

Spreading The Message

Donovan went across the US, donating gear and resources to local fans, coaches and community members that had used Determination to Overcome Negativity in their own lives.

03/03

Heroes in the Community

For an extra special tour stop in New York, we created a series of individual awards commemorating special members of the community dedicated to making a positive impact–just like Donovan.

Define - 02

The Road to Comic-Con

From New York to San Diego

While Don toured the country, we developed the Comic-Con product-launch experience in San Diego.

We created an experience that catered to sneakerheads and comic book fans alike.

01/03

Design

The overall booth design strategy helped inform placement and purpose of the exterior wall. We leveraged its positioning to showcase product and capture the attention of onlookers as they passed by. The shoes were framed in neon showcasing their amazing silhouettes to all whom passed by.

Gearing up for Comic-Con

While Don toured the country, we began concepting for the pivotal Comic-Con product-reveal event.

Since Don was launching his first pro sneaker model here, we created an experience that catered to sneakerheads and comic book fans alike.

We created a strategic layout that enticed onlookers to engage in a more hands-on way.

For traffic that flowed into the booth, we funneled them towards our photo experience (left). While fans waited their turn, they could easily interact with the levitating product displays on the inner wall (right).

Showcasing the Product

(01)

For passers-by, we crafted impossible-to-miss, bespoke, shadowboxes that illuminated Donovan's crazy new shoes.

(02)

Each shadowbox highlighted a different colorway and was wrapped internally with graphic storytelling imagery related to each model.

(03)

The shoes were framed in neon and positioned on the outer wall, showcasing their amazing silhouettes to all whom passed by.

Capturing the moment

For the photo experience, we utilized the power of post-production to create a gripping illusion—fans could replicate their own Spider-Man pose.

Making Every Shot Count

With all of the hype generated by our efforts, we achieved record-setting sell-through for Don's Symbiote Issue #1 Pro Model. It sold out in minutes!

Our heroic tale was a huge win for both the Adidas and Marvel brands. We engaged with over 165,000 fans and captured more than 3,400+ photo moments at the Comic Con event alone.

At the end of the day, we achieved top-tier levels of ear-to-ear smiles. Making the team as well as myself feel a bit like superheroes, too!

CHECK OUT THE

NEXT Project

(Adidas NYC Retail)