Cyril spearheaded the creative direction and conceptualization of Steve Madden’s “Maddenwood” Campaign, Inspired by the look-at-me attitude and unapologetic desire for stardom of the Gen-Z, the campaign’s manifesto translates CYRIL & STEVE MADDEN, one of the leading names in fashion, are launching a new and immersive augmented reality global campaign, featuring celebrities Bella Poarch, Latto and Chloe Cherry stepping into a bold and psychedelic universe – MADDENWOOD - the spirit of a generation that navigates between analogue and virtual worlds with swag and glamour. Directed by Cyril Guyot and Photographed by Anna Koblish in Los Angeles.

For this campaign, the client wanted to use augmented reality without having their customers go through an app. We introduced them to the Niantic 8th Wall WebAR solution, a technology that enables access to rich augmented reality experiences directly from a mobile web browser. The campaign's creatives were undoubtedly eye-catching though we had to build them for the desired placement: in-store print displays and storefront posters. Understanding how customers engage with the brand using this time, a print placement, allowed us to optimise the assets to best suit the context.