Concept development for an online campaign to promote the Y-3 fashion collection Spring/Summer 08
This is one of three conceptional proposals presented to the client, and the one i liked the most. The SS08 collection of Yōji Yamamoto’s Y-3 collection was mostly inspired by Japanese ancient history. So we came out with the idea to integrate the easiness and feeling of the campaign into an experience, where the user enters a misty forest, ourselves called mystic garden. Self inspired by movies like ‘House of the flying daggers’, the Y-3 models suddenly appear and quickly jump onto and between the trees and almost defy gravity.
It’s like a game of Hide and Seek: the visitor himself becomes a ninja and quickly has to follow the model in order to sneak a peek on the clothes. As an add-on, all visitors in the mystic garden gets visualized as littly glowflies, which the user can capture by mouse to view it’s physical origin (represented by it’s IP adress). For each mysterious fashion-warrior that gets discovered, the visitor gets experience points and bonuses, like a ‘god mode’ enabling him to fly above all. Unfortunately the concept was put aside, since a well executed website would have exceeded the final budget.
