This document describes an interactive digital application called "Remix London" that will allow users to remix and customize a promotional video for Stella McCartney's new fashion collection. Users can select from video clips shot of models in the collection looks at iconic London locations, and arrange the clips to create their own promotional video remix. The application aims to foster user engagement and create viral sharing of the customized videos in order to promote the brand.

1. remix london

2. “An interactive cross-platform digital
application that allows users to remix
Stella McCartney’s latest collection
promo video and share with friends.”
“An interactive cross-
platform digital
application that allows
users to remix Stella
McCartney’s latest
collection promo video and
share with friends.”

3. 5 Models
5 Iconic London locations
5 Looks
5 Accessories
5 Soundtracks provided by London
Bands/Musicians

4. Taking inspiration from Stella’s London roots
and connection to the capital, the
promotional video for her new collection
campaign will feature models shot in
different collection ‘looks’ and featuring
key collection accessories. The backdrop of
the shoots will feature iconic ‘cool’ London
scenery.

5. The key digital promotion piece for the collection will be
a video remix application that will allow users the ability
to direct their own collection promotional video.

6. Users log into the application
(connecting through email/facebook/
twitter to provide deeper
integration and data collection for
Stella McCartney) and be shown a
number of clips featuring each
model, in each location, wearing
each ‘look’ and carrying each
accessory. Using 5 combinations of
these will require 625 video
‘clips’, each of around 4 seconds
each.

7. Users will then be able to
filter by location, model, look
and accessory and add up to 5 of
the pre-made clips into their
own timeline creating their own
‘remix’ of the collection
promotional video. Each clip can
be moved around the timeline
allowing the user to position
them within the video and title
scenes will be automatically
generated at the start and end
of each of the user-generated
promotional remixes.

8. Music can then be added by the
user allowing them to further
customize the feel of the
promotional video. Instagram
style effects can also be
layered onto the end video,
again to further enhance the
customization and remix aspect
of the digital campaign.

10. Once the video is completed the
user will share the video
through facebook/twitter/social
media allowing their friends to
view their remix and encourage
their friends to create their
own. It is hoped that this
aspect along with a call to
action such as ‘My Stella remix
video – create your own remix at
stellamccartney.co.uk’ will
induce a viral aspect into the
remix video campaign.

11. By allowing users to remix their
own promotional campaign video,
a deeper connection with the
brand will be produced and with
the added viral potential of the
videos, a strong and wide-
reaching user base will be
created.

12. The campaign will
span both
desktop/laptop
and tablet
providing a
seamless cross-
platform
experience.
Exclusive content
such as enhanced
looks, secret
locations and
extended video
effects can also
be purchased on
the tablet
applications
(such as iPad)
through in-app
purchases.

13. A competition aspect can also be
included whereby the most amount of
shares/links/views generated by the
user remixed videos from the
campaign will be rewarded with an
exclusive access trip to the Stella
McCartney fashion week show in
London and limited edition
collection pieces inspired by the
campaign.

14. remix london