J. Crew sister brand Madewell is gearing up for the holiday season with its new ‘choose your own adventure’ fashion video. The video opens on models Dree Hemingway and Marina Munoz seated at a rustic wooden bench against a white backdrop. Will it be tea with Dree or coffee with Marina? That’s the first of the five choices you’ll have to make in guiding your model from pajamas to party attire. But remember: You’ve only got five seconds to make each decision.
Shot and directed by Nagi Sakai, the video features user-directed technologies developed by multimedia company Interlude and music by Katie Herzig.
Try it out for yourself by clicking here.