Selfridges came to us looking to achieve a co-created campaign visual for the launch of their new Denim Lovers campaign. We built a system using vision tracking software that collected and organised images sent from mobile devices and DSLR cameras by 300 collaborators attending a campaign fashion shoot.
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 20 hours. The ad appeared on digital outdoor billboards across the country the next day and as an interactive experience on Selfridges.com, accessible across desktop and mobile.