ABOUT

BRIEF

Selfridges came to us looking to achieve a co-created campaign visual.

The campaign itself was designed to support Selfridges’ new Denim Studio department and the launch of ‘Denim Lovers’ – the store’s celebration of denim as “the world’s most democratic, style statement fabric”.

OUR AIMS

— Find a way for an audience to authentically participate in a fashion shoot.
— Deliver a co-created image the morning after the event. Enable those who participated to be recognised for their contribution within the whole.

OUTCOME

We built a system that collected and organised images sent from mobile devices and DSLR cameras by 350 collaborators attending a special Denim Lovers campaign fashion shoot.

As each image was received, computer vision tracking software was used to analyse, adjust and finally combine
all the images into one complete composition. The result is a true collaboration.

The process, from collectively photographing the models through to the delivery of the final campaign ad, was less
than 16 hours. The ad appeared on DOOH sites across the country the next day and as an interactive experience
on Selfridges' website, accessible across desktop and mobile.

This interactive version we created allows visitors to explore the composition and discover each individual photographic contribution.

RESULTS

#DenimLovers trended on Twitter during the photo shoot event. The 350 participants were comprised of London’s top fashion bloggers, buyers, editors, and talent agencies - generating widespread exposure. The co-created image went up on 40 digital out of home sites throughout the UK and as an interactive piece on the landing page of Selfridges' site.