The challenge: giving prospective fashion students an inside look into the journey to NYFW. Each year, The Art Institutes sends their top student designers to premier their collections on runways alongside fashion moguls. This is a once in a lifetime opportunity and it was important that the viewers would feel completely immersed in the experience. We felt it was important to keep the pieces as personal as possible while still being centered around Fashion Week.
Though we’ve created many student-centered stories for AI before, this would be the first time we would be telling multiple stories over three video pieces.
Working directly with Digitas, the social media agency for The Art Institutes, we determined what deliverables were needed to promote the event. We also discussed a need for promotional material immediately following the event as well.
Traveling for a week through New York City and Philadelphia we captured two of the student designers, Adrian & Devon’s stories. Within a week, we delivered two :30 sec spots that were implemented on Instagram and Facebook.
Both The Art Institutes and ourselves wanted to provide content as quickly as possible after the event. This would enable AI to release video and photo content in tandem with the press coverage the following day. Twelve hours after the event we delivered a 2 min highlight piece, 40 photos, and 20 GIFs of the fashion show.
We achieved the personal story of the videos by featuring the designers’ personal journey throughout the preparation and events not only in their :30 sec spots but also in the 2 min highlight.
One of the best parts about our job is the opportunity to discover new stories and share them with the world. This was a fun project with which we had a successful run for The Art Institutes.