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Patrick McDowell
Crafting Narratives in Fashion
Meet Patrick McDowell, a visionary London-based designer reshaping the fashion landscape. With roots in Liverpool, McDowell crafts stories through his unique blend of sustainability, humor, and historical inspiration. Our collaboration started as a shared passion for pushing boundaries and exploring unconventional narratives.
"Where Threads Weave Tales: Navigating Fashion's Unconventional Terrain with Patrick McDowell."
Steering away from mundane gifting conventions, the experience focused on the power of the 'collective.' Centered on the Born to Mix messaging, the concept revolved around mixing different people and messages, transforming the act of gifting into an interactive and emotionally rich experience.
The dual-flow experience commenced with the gifter's journey. By scanning the bottle, choosing a giftee, and defining an occasion, users were immersed in the Personalisation Studio. This innovative space allowed gifters to express themselves uniquely—attaching voice notes, adding photos, music, emojis, and even selecting a personalised color theme. The final touch involved sharing this customised message with a group of friends, turning the act of gifting into a collective and joyous celebration.
On the giftee's end, scanning the QR code on the bottle initiated an engaging AR experience. Unwrapping around the bottle, the AR journey allowed the giftee to select and activate a signature. A brush-paint element spiraled up the bottle, revealing the attached voice note, emojis, and photos. The unexpected and playful nature of the AR exploration further enhanced the moment.
Reimagining
the Tapestry of Faith
From the project's inception, my role delved into extensive research on the target audience, seeking a deep understanding of their preferences and behaviors.
Recognizing the limitations of existing gifting experiences, I spearheaded the concept of collective gifting. Leading the storyboard creation and overseeing its development, my aim was to ensure the final product resonated profoundly with the audience. Collaborating closely with a 3D artist, we produced a compelling demo video that garnered enthusiastic approval from the client. Additionally, I took charge of defining a diverse range of themes and artworks, prioritising emotional connection over rigid event categories.
As the project reached its culmination, my involvement ensured the success of Absolut's collective gifting experience. To bolster the launch, I actively contributed to producing communications for Amazon, the e-shop, and social media platforms. Implementing and overseeing a meticulously detailed production plan, I ensured seamless and timely delivery.
The introduction of Version 1 in the market was a triumph, laying the foundation for future expansions. The client's satisfaction with the project's success has not only solidified our partnership but has also opened doors to exciting opportunities in the industry.
My Role
Beyond the innovative experience, the project aimed to measure engagement and the lasting impact on collective celebrations.
Initial data has shown a significant increase in engagement, with users embracing the concept of collective gifting. The blend of digital interaction and real-world celebration has left a lasting impression, making Absolut the brand of choice for those seeking meaningful and unexpected moments to share with friends. The success of this project has positioned it as a template for future brand initiatives within the group.
Data and Impact
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