L.I.L.Y by Stella McCartney
For the launch of Stella McCartney's second fragrance, L.I.L.Y, Gin Lane strategized a digital global rollout with the SMC team and L'Oréal.
The fragrance was launched exclusively at Selfridges in London, with an interactive window display featuring two Kinects for gesture-based alteration of custom created video. As users walked by the installation on the street, the main video washes away to reveal a unique second video in loose silhouette shapes of passersby.
Additionally, users were able to download custom L.I.L.Y iPhone and Android apps featuring custom collages. In Selfridges, users can use iPads with Aurasma-powered augmented reality technology to unlock custom videos.
The campaign features a robust Facebook Canvas tab with all users' created collages. The campaign is being rolled out globally throughout 2012/2013.
For the launch of Stella McCartney's second fragrance, L.I.L.Y, Gin Lane strategized a digital global rollout with the SMC team and L'Oréal.
The fragrance was launched exclusively at Selfridges in London, with an interactive window display featuring two Kinects for gesture-based alteration of custom created video. As users walked by the installation on the street, the main video washes away to reveal a unique second video in loose silhouette shapes of passersby.
Additionally, users were able to download custom L.I.L.Y iPhone and Android apps featuring custom collages. In Selfridges, users can use iPads with Aurasma-powered augmented reality technology to unlock custom videos.
The campaign features a robust Facebook Canvas tab with all users' created collages. The campaign is being rolled out globally throughout 2012/2013.
