New Babylon is a project in collaboration with Adidas and Ash Magazine for the official launch of the NMD Sneaker. Adidas asked us to create a branded content piece that they can push live across their channels for the launch.

“It is obvious that a person free to use his time for the whole of his life, free to go where he wants, when he wants, cannot make the greatest use of his freedom in a world ruled by the clock and the imperative of a fixed abode. As a way of life, Homo Ludens will demand, firstly, that he responds to his need for playing, for adventure, for mobility, as well as all the conditions that facilitate the free creation of his own life. […]” – Constant Nieuwenhuys