To mark Absolut’s diverse creative collaboration with fashion designer Chet Lo, Drag Race star Tayce and the Institute of Digital Fashion (IoDF), we worked with the creative team at M&C Saatchi to produce a mixed-media, multiverse-riffing campaign called #BornToMix
The IoDF had ventured into the metaverse before – launching activations for digital fashion wearables – so we saw this project as the perfect opportunity to experiment and push that concept further. This wasn’t a typical fashion collaboration and we wanted to make sure it felt that way.
We went hard into the greenscreen with 3D scans, digital wardrobes and 360 spinning rigs…
The concept was to create Second Skin Couture, a garment aimed to challenge existing stereotypes and perceptions of fashion and provide vision for the future. And to create a platform for Tayce to bring the power of mixing things up to life.
We went hard into the greenscreen with 3D scans, digital wardrobes and 360 spinning rigs to deliver an Avatar-tastic spot that blended Tayce’s iconic style with Chet Lo’s garment design and amplified the creative power of mixing things up.
We also gave fans a deeper, richer experience by inviting them to try out the Second Skin Couture in real life at BOXPARK Shoreditch in London, as well as virtually across social channels where the digital garment could be unlocked.
#BornToMix
The end result? A stand-out series of projects that drove significant awareness, conversation in culture, and engagement. The campaign achieved 48M media reach, 13.4M social reach, 1.4M views on the hero film and 160+ pieces of editorial and social content.
