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For the adidas Originals FW08 collection, we wanted to build an experience around the sensation of waiting for your camera’s flash to become ready while you are attempting to capture a moment with your camera. The user voyeuristically watches action unfold in front of them though a camera viewfinder. The user has to time a click to capture the action at moment it occurs.

When the user clicks to capture the action, their flash pops, and they are transported into a moment where time has distorted, and the flash firing off and the action are dramatically stretched out into a surreal moment. The users then saves their capture into the online catalogue, and their interaction with the site has contributed to the experience of viewing the product.

It’s a visceral experience, that needs little intellectual or time commitment from the user.