Paper Denim & Cloth: INSTASHOOT

Credits & Description:

Advertiser: PAPER DENIM & CLOTH
Agency: McCANN ERICKSON
Category: Fast Moving Consumer Goods
Advertising campaign: INSTASHOOT
Vice Chairman: Andreas Dahlqvist (McCann Worldgroup)
Producer: Celeste Holt-Walters (McCann New York)
Producer: Celeste Holt-Walters (McCann New York)
Graphics: Craig Donnelly (Craft New York)
Director: Josh Gross (Craft New York)
Editor: Larry Kapit (Craft New York)
Editor: Josh Gross (Craft New York)
Creative Director: Robert Lund (McCann New York)
Graphic Designer: Jean Shim (McCann New York)
Graphic Designer: Jean Shim (McCann New York)
Director: Josh Gross (Craft New York)
Editor: Josh Gross (Craft New York)
Color: Juan Salvo (Craft New York)
Editor: Larry Kapit (Craft New York)
Creative Director: Robert Lund (McCann New York)
Producer: Wendy Leahy (McCann New York)
Creative Director: Adam Ulvegärde (McCann New York)
Creative Director: Adam Ulvegärde (McCann New York)
Chairman: Linus Karlsson (McCann Worldgroup)
Producer: Wendy Leahy (McCann New York)

Client Brief Or Objective
In the summer of 2012 we re-launched New York fashion brand Paper Denim & Cloth. They needed an exciting way to reintroduce itself to consumers. A premium denim brand that had been quiet for a few years, Paper was unveiling its first full clothing line, and it needed not only a fresh way to showcase its clothes, but to also tell the world it was back. And they of course needed a lookbook.

Outcome
The unusual approach created excitement in the fashion world, with everyone from leading trade journal Women's Wear Daily covering the news of the brand's return and its unique communications platform to The New York Times, which ran stories about the launch in the Style section of the Sunday edition, which boasts a circulation of more than 2 million, and the online edition of its influential creative culture style magazine, T: The New York Times Style Magazine. It was also picked up by most of the prominent fashion and trend bloggers around the world.

Implementation
We made the progressive decision to shoot the lookbook live on Instagram, using only an iPhone camera, with no postproduction except the use of the Valencia-filter on every photograph. We wanted to tell the world that PDC was back, in their own languageIt was shot live at the end of July on a rooftop in Brooklyn, NY. During two days of both sun and rain, we relaunched PDC, image by image. Look by look. Live on Instagram.The lookbook now exists both on Instagram and in a traditional format, with no retouching done to any of the images.

Brief Explanation
After being quiet for many years, the brand needed to not only an exciting way to tell its fans it was back, it also needed to remind them what the brand was all about and introduce them to a new broader product line, a full collection.