Creative Direction • Digital Design
THE ASK
NBC’s new hit reality show, Fashion Star, is partnering with major retailers to bring winning outfits from its design competitions to stores immediately. Fashion Star's judges are buyers from Macy's, Saks Fifth Avenue and H&M. Each week, these fashion folk will make "on-the-spot" decisions to buy and carry pieces from among the outfits they are judging. Macy’s wanted a way to keep the Fashion Star audience on Macys.com before, during and after each week’s episode.
THE SOLVE
Armed with the insight that over 76% of our audience watches Fashion Star with their portable device within reach, we wanted to offer them a convenient way to keep the conversation flowing. By combining V.I.P celebrity social media aspects with high fashion details and behind the scenes information, we were able to create a fully integrated environment for our audience to explore during commercial breaks.