PROJECT RUNWAY / Heidi Klum Returns / 3D Anamorphic Billboard / NYC 

Freeform / Disney+ / Hulu

As part of Freeform’s bold, multi-platform launch for Project Runway’s highly anticipated return, Adolescent designed and produced a pair of striking 3D billboards in the heart of New York—at the nexus of Times Square and the Fashion District.

The concept was architecturally integrated, using the building’s structure to frame a massive, animated 3D zipper that tears open the façade. From the reveal emerges Heidi Klum in a larger-than-life moment, engaging directly with the street-level audience below—a visual metaphor for the show’s re-entry into the cultural spotlight.

A meticulously planned shot list for Heidi’s on-screen movements with Heidi's level of energy, transforming this custom dual-screen billboard into a fashion-forward spectacle.

The billboard, styled as a “HAUS of Fashion,” used window vignettes to spotlight the bold personalities and talent of this season’s contestants. Each element was choreographed to tell a cohesive story—one of high pressure, expressive style, and creative ambition.

This immersive 3D experience blurred the lines between fashion, media, and environment—showcasing Adolescent’s expertise in storytelling-driven motion design for public space and pop culture campaigns.

Creative Development

A Project Runway returns with renewed creative energy, airing weekly on Freeform and streaming on Disney+ and Hulu. The launch reasserts the brand’s relevance—and Adolescent’s role in shaping pop culture’s visual language.