Yahoo X Maisie Wilen, NYFW Fall ‘22
The Ask: For NYFW Fall ‘22, Yahoo Ryot Studios collaborated with designer Maisie Wilen to create a holographic runway show and interactive shopping experience. After shooting ~30 looks in 360º video, the hologram loops were treated with glitchy, intentionally-lofi effects drawing from 70s Italo horror and David Lynch, to match the B-movie monster make up many of the models were styled in. The result was a headline-grabbing, unique runway experience that also allowed for greater social-distancing in the waning days COVID waves.
Role: Creative direction, project management, design
The Outcome:
• The partnership was a major B2B success, creating buzz and significant positive press for both Yahoo and the designer including coverage by Vogue, CNN, Forbes, Harpers, and Glossy to name a few, as well as an invitation for Yahoo to present at an AR/Metaverse-based Fashion Week recap conference hosted by Vogue.
• The holographic shopping experience also generated its own press, as well as significant revenue for the designer, and significant B2B and ad-based revenue for Yahoo.
The partnership was a major B2B success, creating buzz and significant positive press for both Yahoo and Maisie Wilen.
Ted McGrath: Creative Direction
Michelle Kratchman: Additional Creative Direction
Caitlin Murray: Art Director, UI/UX Design
Kyle McCauley: Art Director, Animator