THE CHALLENGE:
As headline sponsors, how do you demonstrate the power of EE’s new 5G network at the 2019 British Academy Film award’s ceremony?
THE INSIGHT:
Our research identified celebrity fashion is the top conversation on BAFTA night, with 33% of fans wanting to buy what they saw. But at an average cost of £12,000, celebrity style is out of reach for most.
THE IDEA:
The world’s first 5G A.I Stylist: Helping you shop affordable red carpet fashion live at the BAFTA’s
HOW IT WORKS:
Live on BAFTA night, we transformed the world’s first CGI supermodel @Shudu.gram into EE’s 5G powered A.I stylist. Rebuilt in Unreal 4 (gaming engine) and using holographic technology we blurred the boundaries between CGI and reality, enabling Shudu (with the help of 5G) to interact with stars live on the night. Using Google pixel 3, she also captured stars outfits to share with fans in realtime.
BUILDING HYPE FOR FANS AT HOME:
We knew BTS content is a huge part of the pre-bafta conversation, so we leveraged the Savoy (the official hotel partner) and gave our A.I Stylist the full star treatment in the build up to the event.
We also collaborated with Swarovski to create a CGI couture dress exclusively for Shudu, revealing the design to their 4.7M followers.
A BAFTA STYLIST IN YOUR POCKET
Not only was Shudu photographing stars, with a simple swipe up fans at home could chat 1-2-1 with Shudu live on the night. And with the power of AI at her finger tips, she scanned stars outfit’s to detect and learn everything from cut, shape and fabric patterns. This enabled her to search 1000’s of retailers to find celebrity-inspired matches to recommend to buy instantly. Helping fans curate their own version within minutes of a star stepping onto the carpet.
AWARDS:
Campaign Tech Awards - Best use of experimental technology.
The Lovie Awards - Gold, Experimental & Innovation
The Lovie Awards - People’s award, Experimental & Innovation
BIMA Awards – Best in sector 2019
Campaign Big Award - Shortlist, Best Use of Digital Technology
Campaign Big Award - Shortlist, Best Use of an Influencer
Campaign Magazine: Top 6 Digital Innovation 2019.
ENGAGEMENTS:
Over 100k shopped the look live on the night
Amassing 111 Days worth of chat
Generating £400,000 worth of affordable fashion sales
REACH:
Over 13 Million fans
TALKS:
Cannes Lions Festival 2019
Unlocking the future of fashion with the world’s first 5G A.I Stylist
Social Media Week
Influencers 2.0, Do we need humans anymore?
CREATIVE: POKE LONDON
Creative Director - Chris Townsend
Creatives - Robyn Frost & Henry Foenander
SHUDU.GRAM
Created by Cameron James Wilson
Assisted by Tom Lockyer
Model: Misty Bailey
Photographer: Nathan Gallagher
REAL-TIME BUILD & MOTION CAPTURE
Quantum Capture
Motion Cap Talent: Janice Drummond
PROJECTION:
Projection Artworks
PARTNER AGENCIES:
PR: M&C Saatchi
SET BUILD: Cake