Environment & Experience Design
Jenya Andreev
Oliver Agency adidasFW 21 GTM



 In the early months of the COVID pandemic, I was brought on as an art director to help adidas navigate the challenge of putting on their annual go-to-market sales event while strict quarantine and social distancing guidelines were in place. What typically is a week-long in-person event hosted at their North America headquarters in Portland, OR instead became a virtual event - opening new opportunities to create experiences for wholesale buyers to understand the FW21 brand statement and product assortment.

I led creative direction and experience design for a variety of virtual GTM events, exploring in-browser 3D product interaction, AR product display and a shared VR concept. Ultimately the team landed on a web-based experience, and I provided creative direction for the site navigation, type and graphic guidelines and content strategy. To create content that replaced the typical in-person product demomstrations, I provided art direction for moving content using 3D rendered product for leading products, and a takedown version using 2D art , depending what assets for available for any given product.

I developed a prototype experience for GTM in VR, outlining a pilot program and creating a live presentation for leadership. I created a prototype in partnership with The Wild for a concierge VR experience where headsets would be mailed to key buyers worldwide with a guided experience to set up and become comfortable in this new experience. As a demo, I built out a store in 3D with merchandise, graphics and moving content as an example layout. The prototype presentation included a live demo, and recorded examples of interaction with footwear, apparel, displays and content in the space, demonstrating how the same touchpoints as an in-person GTM could be available within this VR  experience.

  • Art Direction 
  • Concept Design
  • System & Toolkit
  • Experience Design
  • XR / AR / VR

Motion design by MORE.


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