A digital campaign for a French Fashion company opening a new store in New York City.
Zadig & Voltaire, a French fashion house with stores around the world, was opening a new store on Madison Avenue in NYC and wanted to create an FW23 campaign to announce their arrival.
Since we were helping introduce a new store, we wanted to use Google Maps Street View as an aesthetic reference for finding new places.
We were inspired by the glitches in Google Maps Street View. We wanted to replicate their serendipitous and generative nature in the campaign images and videos.
We concepted and directed a digital campaign as if it were shot in Google Maps Street View around New York City.
The images contained interface artifacts and glitches similar to what you find in Google Street View.
We orchestrated the shoot outside buildings on the upper east side where we could change the awning signage to be emblazoned with Zadig & Voltaire logos.
The campaign images were shown via Instagram stories over the course of a day rotating through looks and locations.
zv-10The campaign was designed to work across multiple media platforms–as stories on Instagram, dynamic posters on city streets, or in-store displays.
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zv-13We used fused Google Street view footage and interactions with images we shot on location to create videos for the campaign.
zv-15Collaborators:
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