Made With Code: Zac Posen

Google's Made With Code initiative inspires girls to pursue their passions through technology.
I teamed up with Zac Posen to show them how code can be couture.

The Project: 

The heart of Made With Code is a series of online code projects – one of which designs animated pattern on a virtual dress. What if their designs really came to life? 

#DressedInCode was a 3-month initiative to drive awareness and use of the code project via Instagram, Twitter & Tumblr leading to LED Dress' debut at New York Fashion Week. The centerpiece of the campaign was the reveal video (above) – which was turned around less than 24-hours after the dress hit the runway to be featured on a coveted link right below the search box on Google.com

The launch buzz drove a 300% increase in site traffic and project usage.
Collective social content accounted for over 42,000 engagements. 
 

My Role:

• Led narrative development  & editing of all videos
• On-site video direction and interviews at Fashion Week
• Creative concept development and copywriting for social posts
• Defined creative content calendar

All The Feels

The simple strategic truth about MWC's audience is this: They can't get enough Emoji.

I pitched the concept of doing a fast-paced Q&A with Zac & Maddy where their answers were limited to physical Emoji paddles (Android style, obvs). They got super into it.

Just Teasing

Zac's involvement had to be kept a secret until the final days before Fashion Week, so the content strategy focused on posts teasing the coming together of Fashion + Technology.