Overview
Steve Madden's original "Big Head Girls" were a staple of the late 90s and early 2000s. To bring back this look in an iconic brand moment, Steve Madden worked with five influencers to create a new take on their iconic brand symbol. The "Maddenverse" campaign worked with Gen Z influencers Normani, Nessa Barrett, Jordan Alexander, Sydney Sweeney, and Justine Skye and scanned them to create 3D avatars. To bring customers into the Maddenverse, Steve Madden and Elite World Group worked with ROSE to create a suite of Steve Madden augmented reality effects on Instagram. These effects transform the fans into the campaign avatar of choice. Using WebAR, ROSE also created an augmented reality shoe try-on experience.
Client
Steve Madden
Agency Partner
Elite World Group HyprReal
Industry
Fashion
Release
2021
Impact
+ 675K
Impressions in 7 Days
+17,900
Filter Uses in & Days
Maddenverse Influencer Instagram Filters
As an extension of The Maddenverse campaign, ROSE crafted Steve Madden augmented reality experiences using Instagram filters tailored to each influencer involved. Leveraging the iconic imagery of the campaign’s influencers, we brought their digital personas to life for Instagram users. Each filter served as a dynamic extension of the campaign’s narrative, inviting users to interact with the brand in a playful and immersive manner. By transforming the static avatars into interactive experiences, ROSE reinforced Steve Madden’s commitment to innovation and creativity in the digital space.
Hair, Body, and Skin Segmentation
In order for every Instagram user to be transformed into their influencer of choice, we had to take special measures to ensure that the skin tone of the avatar would update to match the users’. We accomplished this by using color sampling and updating the skintone of the avatar in real time. By applying body and hair segmentation, we were able to place the user’s head and hair accurately on the avatar throughout the duration of the animation.
AR Shoe Try-On
In a bold move towards the Metaverse, Steve Madden sought to immerse customers in their latest line virtually. To bolster engagement and incentivize purchases, ROSE developed a Steve Madden augmented reality shoe try-on for the Maxima shoe. Users could virtually test the sneaker in two color variants and seamlessly proceed to purchase with just a click, enriching the digital shopping experience.
16%
Clicked Through To Purchase
