Ctrl Runway
- Digital-first Campaign
- Interactive Experience Design
- Augmented Reality & Motion Systems
- Art Direction
- Social Media Activation
A/M designed Ctrl Runway, a campaign merging physical presentation with digital interaction. The runway show was reframed as a hybrid live stream with glitch-inspired overlays, augmented typography, and Instagram AR filters. Extending into interactive microsites, the project transformed Off-White’s fashion show into a participatory experience, reinforcing the brand’s position at the intersection of luxury and tech-driven youth culture.
The campaign leveraged digital culture as stagecraft. A/M developed glitch-based visual systems that overlaid the live runway broadcast, creating moments where the stream itself became part of the performance. Augmented reality activations allowed audiences to project Off-White garments into their own environments, while a microsite functioned as a layered digital archive, offering remixable video loops and campaign graphics for users to share.
Ctrl Runway blurred the line between event and platform. Engagement spiked across Instagram and TikTok through user-generated AR content, while the microsite received over two million interactions in its first month. The campaign was praised for rethinking runway accessibility and turning Off-White’s youth-driven energy into an interactive cultural moment.
- Creative Direction — A/M
- Motion Design & AR — A/M Digital Lab
- Photography — Off-White
- Styling — Virgil Abloh Studio Legacy
- Web Development — A/M Digital Unit
