In this hectic 21st century world, it can be nearly impossible to pause for long enough to notice—let alone enjoy—the present moment. So rather than curating an experience to be enjoyed at a later date, St-Germain created Peep Show: a carefully crafted and beautifully produced film—broadcast live on Periscope—that disappeared almost as soon as it happened. St-Germain did it online, and live, on an exciting new platform where the audience was just discovering its full potential.

On July 9th, St-Germain invited its audience to slow down and savor six, 2-minute fleeting moments of beauty, filmed and broadcast live throughout the day on Twitter’s live-streaming app, Periscope. Periscope is used to broadcast live video only—when the viewing period expires, it’s gone—so it was the perfect online platform for creating a fleeting moment. Directed by the acclaimed Floria Sigismondi and starring New Girl’s Hannah Simone, each live Peep Show episode captured a view into a magnificent boudoir. But the audience engagement didn’t stop at just watching these live episodes, they helped craft the story. By monitoring Periscope’s comments feature and relaying them to the star as they streamed in, Hannah reacted to comments of her choosing in real time. When the audience realized they had the power to impact the narrative, engagement leaped.

Peep Show—named one of Twitter’s Creative Favorites 2015—reached an audience of 12M viewers and resulted in a 220% boost in engagement for the brand—with 97% positive sentiment. Also, and quite notably, the brand saw a peak Promoted Tweet engagement rate on Twitter of 26%. These results are particularly impressive considering the risk involved with not only broadcasting live—each mistake is immediately evident and irrevocable—but doing so on a new platform with no precedent for successful brand involvement. Peep Show demonstrates that where calculated risks are taken with creativity, passion and data, rewards are equally huge.