Our challenge was to create genuine excitement among the “fashion obsessed” for yet another big box retail fashion partnership. To make a splash in the fashion world, we had to create a new way to launch a collection.

Our solution? To skip the fashion elite and go straight to the every-day style obsessed. We pinpointed the nation's savviest influencers and then combed through their networks to create the most compelling versions of their cities.

We then used this cast to help unveil the collection making its way across North America from day to night to demonstrate the versatility of the line.

We shot each city with both stills and motion, and then designed a custom software and hardware ecosystem to create a dynamic canvas where each motion could be independently controlled, manipulated and choreographed.

The result was a 120 feet long x 10 feet tall interactive cinemagraph wall that debuted at New York Fashion Week, just before the collection went on sale to the masses.

We pinpointed the nation's savviest influencers and then combed through their networks to create the most compelling versions of their cities. We then used this cast to help unveil the collection making its way across North America from day to night to demonstrate the versatility of the line.

We held shoots in six markets (Los Angeles, Dallas, Chicago, Miami, Toronto and New York City) to create the image. The installation was unveiled live during New York Fashion Week at Spring Studios in Tribeca. The wall was 120 feet long x 10 feet tall, and built of very high-resolution (3.7mm pixel pitch) LED tiles, for a staggering 9216 x 896 resolution.

+ 700 million earned media impressions

+ Social conversation generated 161 million impressions