Armani came to us to digitally launch a new line of jeans for Macy's and debut two short films they'd created with Megan Fox and Christiano Renaldo. We created the “The Room,” an experience that gave consumers a peak into the films' backstories, and a unique way to discover the product line.
Creativity Pick of the Day
One Show FInalist, Consumer Goods
Webby Nominee, Best Fashion Site
Webby Nominee, Best Visual Design/Aesthetic
NY Festivals Finalist, Website/Microsite
Fashion 2.0, Best Website
The experience began by selecting a hotel room key. Facebook was used to personalize the experience.
Viewers could watch the videos, explore products at key moments and take their own pictures throughout.
They could post and share their own photo galleries.
We recreated each suite from the films and filled them with items that extended the story.
Viewers could enter the rooms, and explore products and items.
The full product line was available.
Each product linked through to purchase.
Consumers could also create individual looks and share them with others.