Interview x Lexus - Set in Motion
(Fashion Week Experience)A series of NY Fashion Week activations that brought a luxury car giant together with a New York editorial legend. The campaign, ‘Set in Motion,’ was designed to let passersby experience modeling in a real Fashion Week editorial shoot.
In addition to producing the experience, we designed a cohesive visual identity for the weekend-long activation
Prior to the public facing activation, an editorial shoot with professional models was shot by Interview’s Fabien Baron.
On the following day, passerbys were scouted on the streets of the Meatpacking district as models.
Next, they were invited in for hair, make-up, and nails by industry professionals.
Once camera ready, guests were invited to set for a shoot with an Interview photographer.
After the shoot guest left with instant prints from their shoot and digital sharables for social.
It was all capped off with a Fashion Week party
