remix london

“An interactive cross-platform digital application that allows users to remix Stella McCartney’s latest collection promo video and share with friends.”

“An interactive cross-

platform digital application that allows users to remix Stella McCartney’s latest

collection promo video and share with friends.”

5 Models 5 Iconic London locations 5 Looks 5 Accessories 5 Soundtracks provided by London Bands/Musicians

Taking inspiration from Stella’s London roots and connection to the capital, the

promotional video for her new collection campaign will feature models shot in

different collection ‘looks’ and featuring key collection accessories. The backdrop of the shoots will feature iconic ‘cool’ London

scenery.

The key digital promotion piece for the collection will be a video remix application that will allow users the ability to direct their own collection promotional video.

Users log into the application (connecting through email/facebook/twitter to provide deeper integration and data collection for Stella McCartney) and be shown a number of clips featuring each model, in each location, wearing each ‘look’ and carrying each accessory. Using 5 combinations of these will require 625 video ‘clips’, each of around 4 seconds each.

Users will then be able to filter by location, model, look and accessory and add up to 5 of

the pre-made clips into their own timeline creating their own

‘remix’ of the collection promotional video. Each clip can

be moved around the timeline allowing the user to position

them within the video and title scenes will be automatically

generated at the start and end of each of the user-generated

promotional remixes.

Music can then be added by the user allowing them to further customize the feel of the promotional video. Instagram style effects can also be layered onto the end video, again to further enhance the customization and remix aspect of the digital campaign.

Once the video is completed the user will share the video

through facebook/twitter/social media allowing their friends to view their remix and encourage their friends to create their

own. It is hoped that this aspect along with a call to

action such as ‘My Stella remix video – create your own remix at

stellamccartney.co.uk’ will induce a viral aspect into the

remix video campaign.

By allowing users to remix their own promotional campaign video, a deeper connection with the brand will be produced and with the added viral potential of the videos, a strong and wide-reaching user base will be created.

The campaign will span both

desktop/laptop and tablet providing a

seamless cross-platform

experience. Exclusive content such as enhanced

looks, secret locations and extended video

effects can also be purchased on

the tablet applications

(such as iPad) through in-app

purchases.

A competition aspect can also be included whereby the most amount of shares/links/views generated by the user remixed videos from the campaign will be rewarded with an exclusive access trip to the Stella McCartney fashion week show in London and limited edition collection pieces inspired by the campaign.

remix london