THE MADDENVERSE
In partnership with STEVE MADDEN, ArtSide created “The Maddenverse”– a first of its kind, digital avatar experience with 5 virtual talent as the face of a global Steve Madden campaign. Together they reimagined the iconic 90s “Big Heads” campaign and brought it into the virtual age. The campaign included unique features to bring shoppers deeper into The Maddenverse experience such as interactive Instagram filters, AR shoe try-on features and hyper-detailed product videos.
Creative Direction for the Steve Madden’s Fall 2021 campaign “The Maddenverse,” featuring avatars of renowned and influential artists, such as Normani, Nessa Barret, Sydney Sweeney, and Jordan Alexander. The campaign served as a collective movement, designed to inspire change, promote authenticity, and empower the next generation.
Wanting to bring customers into the “Maddenverse,” we created five Instagram effects that transform fans into the campaign avatars. By enlarging the user’s head and sampling their skin tone to update the bodies of the avatars in real-time, Steve Madden fans are transformed into their very own “Big Head Girl.” In one week, the filters had generated over 675,000 impressions and 17,900 uses. The campaign also included unique features to bring shoppers deeper into The Maddenverse experience such as interactive, AR shoe try-on features and hyper-detailed product videos.
