Advertiser: PAPER DENIM & CLOTH
Agency: McCANN ERICKSON
Category: Special Editions & Promotional Packaging
Advertising campaign: INSTASHOOT
Producer: Celeste Holt-Walters (McCann New York)
Editor: Larry Kapit (Craft New York)
Graphics: Craig Donnelly (Craft New York)
Graphic Designer: Jean Shim (McCann New York)
Editor: Josh Gross (Craft New York)
Producer: Wendy Leahy (McCann New York)
Creative Director: Adam Ulvegärde (McCann New York)
Vice Chairman: Andreas Dahlqvist (McCann Worldgroup)
Chief Production Officer: Brian Dilorenzo (McCann New York)
Creative Director: Robert Lund (McCann New York)
Post Producer: Jeff Fischer (Craft New York)
Director: Josh Gross (Craft New York)
Color: Juan Salvo (Craft New York)
Chairman: Linus Karlsson (McCann Worldgroup)
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.
Execution
Paper Denim is a fashion brand that wants to be close to their customers and not hide behind glossy photos, and that their first ever lookbook (1999) was just a bunch of polaroids. We chose to turn the creation of the lookbook into an event that everyone could follow in real time, on the polariod platform of today: Instagram. As we also did not use any post production or retouch the lookbook became the perfect way to relaunch Paper Denim & Cloth.
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 decided to make the progressive decision to shoot the lookbook live on Instagram, using only an iPhone camera, with no post-production except the use of the Valencia filter on every photograph. A solution that solved all the challenges at once.