STEVE MADDEN - MADDENWOOD

The latest campaign of the American shoe and fashion accessory brand, Steve Madden, is an invitation to meet the stars of MADDENWOOD, an alternate reality where dreams come true. The experience immerses the user into the surreality of the animation. Giving Lo-Fi 90’s vibes and featuring influencers: Chloe Cherry, Bella Poarch and Latto, the video clip of the campaign opens with an audition of the girls for the roles of Paloma (Chloe), Fantsie (Bella) and Cypress (Latto).

The campaign's creatives included in-store print displays and storefront posters. A rich set of 3D and 2D assets were collected, assembled and adapted to trigger real-size animation through image tracking, in this case a QR code.

The augmented posters allowed customers to unlock three virtual doors to MADDENWOOD. The first AR experience showcases a nonchalant Bella with a sky filled with chrome-lidded eyes and a winding highway to fame. The second lens portrays Latto as a serpentine feminine queen, and the third experience opens with the sweet and sexy Chloe taking a chick out for a hi-fi walk.