American Express Presents Street Style with Instagram

LA-based Recommended Media’s 2012 Cannes Grand Prix-winning roster design company, Fake Love teamed up with Momentum Worldwide to deliver an interactive view of Mercedes-Benz Fashion Week through street-style photography with their specially created Instagram towers for American Express.  

 

Fake Love served as the digital production company on the project, crafting the digital design and technology for the three 10-foot tall towers installed in the lobby of Lincoln Center.  The project features images from fashion bloggers as well as French street-style photographer, illustrator and author Garance Doré.

 

Fake Love created the interface, back-end program and CMS to pull in Instagram photos, usernames and initial user content with the hashtag #AmexFashion.  This content is displayed across the three towers with a touch sensitive middle TV in each tower, allowing the user to scroll through and “like” images.  The curated images from online fashion enthusiasts and images captured by Doré are chronologically placed into the image queue, with images receiving more “liked” given priority in the feed.

 

Notes Fake Love Executive Creative Director Layne Braunstein, “We were happy that Momentum really let us run free on the creative for the digital design.  When we finally laid out the TVs with the Instagram images on them, it was exciting to see the fashion images displayed in a real-time format.”

 

Fake Love is no stranger to crafting immersive brand experiences, with their work on the Google Project Re:Brief Coke bring honoured this year with a Cannes Grand Prix.  The team took existing vending machines, and completely redesigned them with custom fabrication, microcontrollers, open source software, hand-made hardware, touch screens, video/audio capture and live streaming. They set up the re-imagined Coke machines around the world in landmarks such as Cape Town, Buenos Aires, Mountain View, and New York City, allowing Coke enthusiasts to interact with others across the globe via the machines.  

 

Earlier in the year, Fake Love also created the Kinect-based interactive panels for “The Treachery of Sanctuary” installation with director Chris Milk and Ben Trickleback for The Creators Project.  They served as the digital production team for the installation, employing emerging technology to create an interactive installation where multiple users explore projected shadow-like images through their own body movements.