Fall-Winter 2016
Millie's
Introducing Millie’s cyberspace-inspired Fall-Winter 2016 to their customer base, the new-age confident and sassy women, riding on the immersive experience of VR through the video campaign.
Millie’s is a Hong Kong-born high-end shoe brand that has been around since the 1960s. The brand’s USP is its implementation of artistic concepts to appeal to the modern-day woman who values freedom and yearns for a simple yet artistic way of life. The Fall-Winter 2016 collection by Millie’s is inspired by technology and cyberspace, which is now an integral part of all spheres of our lives. Millie’s collaborated with DASH to create an apt digital marketing campaign for the FW 2016 collection, which reflects the increasing relevance of cyberspace in the world of art and design.
sector
footwear
work
creative direction / art direction / key visual / photography / video production and editing / copywriting / social media creative
Millie's
Fall-Winter 2016
Introducing Millie’s cyberspace-inspired Fall-Winter 2016 to their customer base, the new-age confident and sassy women, riding on the immersive experience of VR through the video campaign.
Millie’s is a Hong Kong-born high-end shoe brand that has been around since the 1960s. The brand’s USP is its implementation of artistic concepts to appeal to the modern-day woman who values freedom and yearns for a simple yet artistic way of life. The Fall-Winter 2016 collection by Millie’s is inspired by technology and cyberspace, which is now an integral part of all spheres of our lives. Millie’s collaborated with DASH to create an apt digital marketing campaign for the FW 2016 collection, which reflects the increasing relevance of cyberspace in the world of art and design.
sector
footwear
work
creative direction / art direction / key visual / graphic design / photography / video production and editing / copywriting / social media creative
CHALLENGE.
Millie’s wanted a promotion of its Fall-Winter 2016 collection without directly focusing on the shoes they created. They rather wanted an online advertising campaign that showcased how cyberspace and tech influence the lives and work of today’s female artists and influencers. Millie’s wanted the video campaign to connect with their target audience, which mostly comprises young, confident women who are tech-savvy and appreciate art at the same time.
The video campaign was expected to highlight their themes of Modern Stylish, Modern Art, and Mobility that form the basis of all their product designs.
CREATIVE DIRECTION &DESIGN.
DASH thought this was an excellent opportunity to leverage the power of Virtual Reality (VR). VR plays a significant role in the world of fashion, art, and design today, and nothing can define the amalgamation of design and technology better than this immersive tech. But although technology-centric, the digital marketing campaign had to be engaging for the target audience. It could not be too technical or nerdy and still had to hold on to the essence of the technology.
DASH decided to create a video bringing together some of the well-known female KOLs from the world of art and design and letting them do their thing with VR. The three faces of the online advertising campaign were fashion stylist KOL, Inggrad Shek, singer-songwriter Charmaine Fong, and the famous Chinese fashion blogger Rebecca. The video campaign was titled “design, trend and music experiments,” so it sounded more relatable, instead of VR experiments or something technical.
The first key visual shows Inggrad experiencing fashion designing in the virtual space using a VR tool. The video integrates the real and the virtual elements so the audience can see the creator and the creation together. The video does not hard-sell Millie’s FW 2016 collection shoes, but it surely shows the KOL wearing them and scanning through the collection. It implies how the spirit and style of the brand are a perfect fit for a creative, artistic individual like Inggrad Shek.
For the next video, DASH asked Rebecca to experience the virtual world and share her thoughts on what she felt. She was drawn into a world of varied colors, textures, and endless possibilities. Rebecca then shares how these visual elements translate into design and how she can relate the FW 2016 collection by Millie’s to such a futuristic approach to design while she is seen admiring the collection. Rebecca is a leading fashion blogger and influencer in China whose opinion on fashion has a significant impact, getting products sold out in no time.
The last video shows Charmaine Fong creating music in VR. In this music experiment, Charmaine creates a short, peppy music piece, which is launched as a teaser before the promotional video rolls out. Charmaine is also seen donning Millie’s FW 2016 collection. Charmaine has a huge fan following, and this was sure to get them excited about the collection.
DASH used different digital waveforms as the graphic elements in a dark tone, for all three key visuals, to match with the “cyber” theme and stand out with the graphic presentations. DASH also did a Facebook activation to bring more traffic to the videos. The social media campaign included a contest where people had to answer a question about the video content and share the video on social media to get rewarded. This was done within a 3600 video to align with the whole VR theme while also giving the audience a feel of the virtual space.
CHALLENGE.
Millie’s wanted a promotion of its Fall-Winter 2016 collection without directly focusing on the shoes they created. They rather wanted an online advertising campaign that showcased how cyberspace and tech influence the lives and work of today’s female artists and influencers. Millie’s wanted the video campaign to connect with their target audience, which mostly comprises young, confident women who are tech-savvy and appreciate art at the same time.
The video campaign was expected to highlight their themes of Modern Stylish, Modern Art, and Mobility that form the basis of all their product designs.
CREATIVE DIRECTION &DESIGN.
DASH thought this was an excellent opportunity to leverage the power of Virtual Reality (VR). VR plays a significant role in the world of fashion, art, and design today, and nothing can define the amalgamation of design and technology better than this immersive tech. But although technology-centric, the digital marketing campaign had to be engaging for the target audience. It could not be too technical or nerdy and still had to hold on to the essence of the technology.
DASH decided to create a video bringing together some of the well-known female KOLs from the world of art and design and letting them do their thing with VR. The three faces of the online advertising campaign were fashion stylist KOL, Inggrad Shek, singer-songwriter Charmaine Fong, and the famous Chinese fashion blogger Rebecca. The video campaign was titled “design, trend and music experiments,” so it sounded more relatable, instead of VR experiments or something technical.
The first key visual shows Inggrad experiencing fashion designing in the virtual space using a VR tool. The video integrates the real and the virtual elements so the audience can see the creator and the creation together. The video does not hard-sell Millie’s FW 2016 collection shoes, but it surely shows the KOL wearing them and scanning through the collection. It implies how the spirit and style of the brand are a perfect fit for a creative, artistic individual like Inggrad Shek.
For the next video, DASH asked Rebecca to experience the virtual world and share her thoughts on what she felt. She was drawn into a world of varied colors, textures, and endless possibilities. Rebecca then shares how these visual elements translate into design and how she can relate the FW 2016 collection by Millie’s to such a futuristic approach to design while she is seen admiring the collection. Rebecca is a leading fashion blogger and influencer in China whose opinion on fashion has a significant impact, getting products sold out in no time.
The last video shows Charmaine Fong creating music in VR. In this music experiment, Charmaine creates a short, peppy music piece, which is launched as a teaser before the promotional video rolls out. Charmaine is also seen donning Millie’s FW 2016 collection. Charmaine has a huge fan following, and this was sure to get them excited about the collection.
DASH used different digital waveforms as the graphic elements in a dark tone, for all three key visuals, to match with the “cyber” theme and stand out with the graphic presentations. DASH also did a Facebook activation to bring more traffic to the videos. The social media campaign included a contest where people had to answer a question about the video content and share the video on social media to get rewarded. This was done within a 3600 video to align with the whole VR theme while also giving the audience a feel of the virtual space.
