Overview
An award-winning interactive fashion experience that invited consumers to create and share their own digital catalogs using frames selected from the brand's campaign films.
Context
For its Spring/Summer 2010–11 collection, Brazilian fashion brand Espaço Fashion collaborated with digital studio 6D on a campaign combining fashion films and an interactive online experience.
The creative direction established the campaign's overall visual language, which then needed to be translated into a digital environment that encouraged audience participation.
The Challenge
Go beyond a conventional fashion catalog by giving consumers an active role in creating and sharing brand content.
The experience needed to connect audiovisual material, interface design, and interactive behavior in a cohesive and intuitive way.
The Interactive Concept
Working from the campaign's established art direction, I conceived the interactive experience, designed its interfaces, and programmed its interactions.
Visitors could explore the fashion films, select individual frames, and use them to create personalized catalogs.
Their compositions could be shared on Facebook and published on the brand's website.
The project turned the audience from passive viewers into active participants in the brand's communication.
My Role
Responsible for conceiving the digital interaction concept, designing the interfaces, and programming the interactive experience.
The work was developed within 6D's team under the campaign's established creative direction.
Recognition & Impact
The project received an iF Communication Design Award, one of the internationally recognized distinctions in design.
Its participatory approach anticipated practices that would later become widely associated with user-generated content in digital marketing.
Expertise
- Interactive Experience Design
- Creative Technology
- UX/UI Design
- Interaction Design
- Creative Coding
- Front-end Development
- Digital Art Direction
- User-Generated Content
- Fashion Communication
- Award-Winning Design
Gallery
