In this film, a ballerina peacefully spins on a giant music box. On a pedestal next to the ballerina is an expensive Miu Miu shoe. Suddenly, a chainsaw enters the screen. It’s heading towards the shoe, as the ballerina spins in this intricate death trap.

As the seconds pass, destruction is more and more imminent. When the counter hits 0 the shoe is a millimeter away from its obliteration. At that moment, we cut to supers telling the viewer to act faster next time.

The Most Exclusive Collection contained hundreds of individual ads, each with a different product.

These products had been removed from YOOX.com and were available only through skippable pre-roll ad.

The catch? We set the impression limit to 1 per user, so you had just one shot at getting each product. Skip the ad and you could kiss that item goodbye. Forever.

These films were served programmatically, taking into account the user’s search history, to deliver the right video to the right person.

This specific version was served to women 25-54, affinites (shoppers, fashionistas, bargain hunters), in-market for apparel and accessories, who had searched for “show” or “Miu Miu” over the past 7 days.