Rent the Runway
IDEA: INFINITE CHOICES
From lush cocktail dresses to snug knit sweaters to glimmering flared pants, there's always an outfit to fit the occasion. Rent the Runway's limitless array of designer clothing means you'll have infinite options to cover every situation. Here we created visual illusions as metaphors to convey the abstract concept
of infinity.
DIRECTION
Art Direction
Illustration
ACTIVATION: THE LONGEST FASHION SHOW
During New York Fashion Week, Rent the Runway will hold its own fashion show. This single show, showing off Rent the Runway’s never-ending collection of trendy clothes, will last for the entirety of the fashion event. Models will enter and exit through a revolving door, runway seats will be made of plush leather, and battery charging stations will be provided for members of the press.
SOCIAL: RENT THE RUNWAY X MARKABLE.AI
Rent the Runway would harness deep learning AI in collaboration with Markable.ai to place ads on real Instagram posts by users’ friends and family in addition to celebrity posts where the subject is wearing a Rent the Runway product. This would contribute to the theme of “infinite choices” as users would be reminded whenever Rent the Runway products are worn by their friends, family, and celebrities.
AWARDS
2019 AAF District 10 ADDY Art Direction - Silver
2019 AAF District 10 ADDY Illustration - Silver
2019 AAF Austin ADDY Illustration - Gold
2019 AAF Austin ADDY Art Direction - Silver
2019 AAF Austin ADDY Print Advertising - Silver