TOM FORD AW16 Teaser Campaign 

Advertising the first ‘See Now Buy Now’ luxury collection.

The Brief

Reflecting the changing attitudes of the modern consumer, TOM FORD asked us to help pioneer the first ever ‘see it, buy it’ collection for AUTUMN WINTER 2016. The challenge? Advertise a collection that would not be unveiled until the night of the show.

The Idea 

We proposed a bold approach utilizing the straight-forward language of the brand: SHOW. SHOP.

All assets would intimately tease the upcoming collection through a combination of rich macro photography — too close in to see anything but details — and provocative ‘silhouettes’ of our models.

The Release

Contextual paid media placements in key publications teased the advent of the collection for the two weeks preceding the show. We also created fifteen days worth of teasing content in the brand’s owned social, allowing them to post upwards of nine times a day through the pre-show period. Store windows around the globe changed over to build our teasing ‘SHOW. SHOP.’ message through a series of lenticular perspective altering photographs.

The Results

The two week teaser period saw 500k likes for stills on Instagram and over 800k video views, as well as the addition of 300k new followers (a 10% increase.)

The shoppable live stream of the show saw viewers from around the Globe and key products sell out online within 48 hours.

Most importantly, an industry was changed forever.