Verizon Weaves Together a (Literal) Fabric From Social-Media Messages

Designer Christian Siriano Will Create a Physical Garment From Tweets, Basically

Published On
Sep 11, 2014

Editor's Pick

Fashion and tech rarely meet; just ask Google Glass. But Verizon managed to weave the two together for "Fashion Rocks," a concert tied to New York's Fashion Week, by creating a digitally-patterned fabric stitched from the social-media posts sent out by the audience during the show at Brooklyn's Barclays Center Tuesday night. (CBS also telecast the event, contributing to the massive social-media response.)

Verizon and its agency partner, McGarryBowen, call Social Imprint (#SocialImprint on Twitter) "a real-life print fabric fueled by fans' conversations." They had plenty to work with. (Justin Bieber, stripped to his skivvies and booed onstage, definitely helped.)

Each topic tweeted during the concert corresponded with a particular color and pattern in the fabric, which was projected during its creation, backstage and online. For the project, Verizon recruited fashion designer Christian Siriano, who will unveil a physical garment "shortly," the carrier tells Creativity.

Credits

Date
Sep 11, 2014
Brand:
Verizon
Client:
Verizon
Agency:
mcgarrybowen
Group Creative Director:
Adam Kahn
Creative Director:
Peter Williams
Copywriter:
Peter Min
Art Director:
Ariana Deluca
Managing Director:
Will Townsend
Executive Digital Producer:
Lindsay Molsen
Associate Director, Technology:
Reed Roussel
Planning Director:
Natalie Puccio
Senior Social Media Strategist:
Evan Hunerberg
Vice President, Business Development:
Wesley Daggett
Director, Product Development:
Curtis Dunwoody
Technology Partner:
Influxis
Printing:
First2Print
PR:
Civic Entertainment Group
Co-Founder and Director:
Danielle Locastro
Digital Media Strategist:
Eleah Lubatkin
Senior Vice President, PR:
Julie Safer
Senior Vice President, Managing Director:
Susan Joseph Smith
Director:
Andrew Littell
Brand Manager:
Daniel Wittenberg
Chief Software Architect:
Branden Hall
Account Managing Director:
Melissa Dunn

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Project Type