duties: Creative Direction, Social Media Strategy, Social Copy
To highlight their tech sponsorship of New York Fashion Week (Fall 2015), Intel tapped INVNT to craft a social narrative and produce an experience that amplified the connection of technology and fashion while presenting Intel as the key conduit of what the future of fashion holds, all under the banner of #IntelInsideFashion. With an audience of fashion press, influencers, buyers, celebrities and alike, we took advantage of four Intel-driven technologies that put a new spin on how to view, purchase and experience fashion:
- Intel-based tablets to help guide VIP attendees to their destinations at NYFW.
- Drone technology to capture the happenings at NYFW beyond the runways through a never-before-seen lens from above. This also included a live “stream of consciousness” drawing-installattion by world-renown artist Shanell Martin.
- The Magic Mirror is an Intel powered smart mirror that revolutionizes the way people shop by allowing consumers to virtually try on clothes. Placed within the main pavilion of NYFW, this was the clear star of the experience.
- A key partnership with Chromat and sponsorship of their SS2016 show, featuring the debut of an adrenaline-sensing dress and a responsive sports bra, demonstrating the what the power of technology holds for fashion right on the runway.
Because we knew that fashion week also involves a LOT of waiting, we created a social narrative for Instagram and Twitter designed to penetrate the influencer conversation and amplify Intel’s involvement, provide easy copy fodder for all partners, influencers and press, as well as position the Magic Mirrors and drone captures in high-traffic areas, guaranteeing tons of engagement, positive press and a solid social presence during one of the craziest (and most Instagramed) weeks in the world for the fashion industry.
Creative Production: INVNT
Producers: Kelly Markus, Samantha Devine
Creative Director: Allan Fair
Art Director: Claude Caril
Copy: Ty Alexander