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Google "Dressed In Code"

Google's Made With Code initiative helps demystify code and STEM for teen girls by showing them how it impacts the things they love ... like fashion. When Google built an online tool that let girls code a pattern on a dress, our task was to amplify this through social content. But we aimed higher than that. We had an idea: Why not make the digital, physical? Actually create a pixels-to-cloth LED version of the dress? Team up with a fashion designer and bring a girl's dress design to life during New York Fashion Week? We brought the idea to Google, and they bought in. Our influencer team helped coordinate relationships with Zak Posen and fashion technologist Maddie Maxey, who provided the perfect blend of credibility, expertise and inspiration. We created paid social content that hyped the coding tool and the partnership, and gave fans a behind-the-scenes look at the dress as it came to life. When the big day came, we were on the ground at NYC Fashion Week creating content on the fly. Mobile coding trucks in several key markets also gave us a chance to spread the coding gospel and capture content.

Project Roles
Creative Director
Company
Swift Agency
Skills
Management of Teams 1-10, Creative Direction, Creative Strategy, Wrangling - Creatives
Media
Advertising, Social Media Content
Project Industries
Fashion, Technology
Google "Dressed In Code"
Google "Dressed In Code"
Google "Dressed In Code"
Google "Dressed In Code"
Google "Dressed In Code"