STEVE MADDEN
“STEP INTO THE MADDENWOOD”
Inspired by the look-at-me attitude and unapologetic desire for stardom of the Gen-Z, the campaign’s manifesto translates ARTSIDE & 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.
The latest campaign of the American shoes and fashion accessories brand, Steve Madden, is an invitation to meet the stars of MADDENWOOD, an alternate reality where dreams come true. Giving Lo-Fi 90’s vibes and featuring influencers: Chloe Cherry, Bella Poarch and Latto, the video clip of the campaign opens with an audition of the girls for the roles of Paloma (Chloe), Fantsie (Bella) and Cypress (Latto).
CHLOE CHERRY as PALOMA
LATTO
BELLA POARCH
WEB3
MAKING OFF
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.
A rich set of 3D and 2D assets were collected, assembled and adapted to trigger real-size animation through image tracking, here a QR code, in respect of processing power and data bandwidth. Displayed in three major US cities, New York, Los Angeles and Atlanta (coming soon to Europe), the augmented posters allowed customers to unlock three virtual doors to the MADDENWOOD.
