Digital Activation

Yoox
The Most Exclusive Collection

My Role

Creative

Responsibilities

Conceptual development

Art direction

Animation direction

Copywriting

Production

Introducing The Most Exclusive Collection, made up of the most covetable, one-off designer pieces and only available for purchase in YouTube pre-rolls.

Skip it and you’ll miss it.

Awards & Recognition

Cannes Lion Silver

Art Direction/Design

Cannes Lion Bronze

Use of Social Platforms

Yoox, the online fashion retailer, released The Most Exclusive Collection: A series of one-off products from the world’s most prestigious designers. The collection was exclusively only available through YouTube pre-roll ads across markets in Italy, Hong Kong, USA and Japan.

In partnership with Google Zoo, we devised 5 surreal destructive machines and brought them to life in 3D animation. The collection, of 400 products, were served one at a time: one item per ad. Each animation showed the product in impending jeopardy at the hands of our playful machines of destruction.

Viewers were against the clock with 15 seconds to click through to buy the item, before it met its grisly death. The collection was presented in a first come, first served fashion. Each bizarre animation instilled a sense of urgency and drama, building on today's FOMO.

The preroll acted as a doorway to a hidden PDP, using a secret URL which was hidden from the public domain. Once the item was purchased by a user, it disappeared from the collection. There was no way to re-watch the same advert or search for the items on Yoox.com.

Shop it on the spot, before it's gone forever.

The concept was scaleable for an always-on approach using RITA, Stink Studios' real-time cloud rendering platform.

RITA allowed us to create 400 varying templates by dynamically integrating the product imagery into each 3D scene, making it a seamless part of the animation.