Australian clothing brand Sass & Bide’s newest campaign features a 360-degree interactive ad, with 40 versions of the same model wearing each piece from the new Spring 2014 collection. Titled ‘Freetown,’ the interactive ad invites the user to navigate around the digital warehouse and shop directly from any of the featured looks and styles.
Likened to Google Street View, visitors can take a tour via panoramic stills by dragging the mouse around the page and zooming in and out, creating a totally interactive visual experience. Shot by New York-based photographer Terry Gates, it features model of the moment Aline Weber and a host of other individual non-models in a circus themed set up based in a warehouse, which creates an otherworldly feel.
Sass & Bide CEO David Briskin explains, “We’re always trying to be innovative in what we do with our product and what we do with our marketing and digital experience,” and his aim for the campaign was to “take the viewers on a journey,” which it wholeheartedly does from start to finish.
Sass & Bide aren’t the only fashion brand to take their designs into digital territories. Recently Tommy Hilfiger released his digital service ’Social Concierge’ that personalizes and customizes the way global media and style influencers experience the designer’s runway show and last year Burberry, known for being at the forefront of innovative digital projects, launched their promotional campaign Burberry Kisses powered by Google, which enabled users to send virtual kisses to their loved ones.
A surge in pioneering ideas amongst the fashion industry can seem like the only way to stay ahead and current, however this may not always work for every brand as it completely depends on the target consumer. However, if these campaigns are anything to go by, if brands aren’t thinking up something new, it’ll be difficult not to get left behind.
Explore ‘Freetown’ by clicking here.