My response to a brief which required an Interactive digital media solution for the launch of a new Urban Outfitters.

Working with Instagram people were invited to submit photos of their every day through a specially adapted App: Where they were, what they were doing, who they were hanging out with. Their lifestyle.

Then live in-store outfits were generated from random to suit each photo submitted.

Users then were able to preview the clothes on their device and in turn see the connection between Urban Outfitters clothes and their lifestyle.

Andrew Bell

Art Direction & Concept - Andrew Bell
Model - Aelrid Turner
Music - Mount Kimbie
Photography - Nina Lilliebjerg-Heder & Greig Jackson

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