Travis Spier

Unboxing is a huge part of Sneakerhead culture, and has recently become the most coveted moment in the launch of a new silhouette. Up to this point, unboxing has been an exclusive action saved for influencers, who then share their experiences online via video and photo content. Along with this unboxing phenomenon comes the issue of product leaks—before a brand has the chance to make a big impression, leaks completely spoil the unboxing experience for the whole Sneakerhead community due to low… Show more

Unboxing is a huge part of Sneakerhead culture, and has recently become the most coveted moment in the launch of a new silhouette. Up to this point, unboxing has been an exclusive action saved for influencers, who then share their experiences online via video and photo content. Along with this unboxing phenomenon comes the issue of product leaks—before a brand has the chance to make a big impression, leaks completely spoil the unboxing experience for the whole Sneakerhead community due to low quality photos. These photos mean that those who care the most obtain an incomplete and lackluster first impression of the new shoe. Our challenge was to democratize unboxing and combat leaks in order to create the best possible pre-release experience.

We turned unboxing into a universal, augmented reality experience. We developed a never-been-done-before mobile web platform that allowed Sneakerheads to use their smartphone cameras to see and interact with an AR rendering of the DEERUPT. No app necessary. Then we seeded the experience with empty shoe boxes sent to high profile sneakerheads and also placed the experience in-store around the world.

Deerupt Results
110 Million views
50,000+ virtual unboxings
123+ countries Show less

With the launch of Instagram Live happening just a couple months prior, brands at Paris Fashion Week were excited to debut their new collections utilizing this new social feature. Our challenge for F/W 2017-18 was to create a completely unique Instagram live experience for Y-3—a brand known for its obsession with innovation. In an age of instant gratification, our objective was to take what makes Y-3 special and bring that to the masses. Once we'd established Y-3 as an innovator in fashion week… Show more

With the launch of Instagram Live happening just a couple months prior, brands at Paris Fashion Week were excited to debut their new collections utilizing this new social feature. Our challenge for F/W 2017-18 was to create a completely unique Instagram live experience for Y-3—a brand known for its obsession with innovation. In an age of instant gratification, our objective was to take what makes Y-3 special and bring that to the masses. Once we'd established Y-3 as an innovator in fashion week coverage, we needed to find a way to follow it up for S/S 2018.

We created the first ever multi-cam Instagram live stream, a groundbreaking merger of Instagram Live and multi-cam capabilities, that debuted the Y-3 Fall/Winter 2017-18 collection and runway show to the world in realtime. We teased the show across social media, and then let the audience take in the latest collection from every angle imaginable. The high resolution broadcast seamlessly wove multiple angles together at once and was the first of its kind for the platform.

Results
Live Multi-Cam Coverage (F/W 2017-18)
The live multi-cam coverage of the show reached 20,000 unique viewers on Instagram Live and garnered 288,000 views when placed on Instagram Stories. Instagram posts using content from the show received over 157,000 likes and another 210,000 views, bringing the total show coverage on Instagram to over 6.6 million impressions. Twitter content around the show added another 5.5 million impressions for the brand.

Live Split-Screen Coverage (S/S 2018)
The split multi-cam coverage of the S/S 2018 show reached 75,000 unique viewers on Instagram Live and garnered 2.5M views on Instagram Stories — a 275% increase in viewers from the F/W season. Instagram posts using content from the show received over 566,000 likes, bringing in over 49M total impressions. Show less