Forever 21 teamed up with Brooklyn agency Breakfast for a campaign featuring a contraption which turns Instagram posts into fabric mosaics.
The digitally-synced device changes submitted Instagram pics into large-scale mosaics, with the action captured live on the brand’s campaign website, f21threadscreen.com and on YouTube. Forever 21 hired the agency to bring the idea to life about a year and a half ago and now the 2,000 pound machine, made of 200,000 parts, will run 24 hours a day until next Tuesday. It’s a unique way to leverage the popular social channel, to say the least, and it’s hard not to be impressed by the sheer scope of the project. You can check out the machine in action through the live-feed above and there’s also a behind-the-scenes look at the project (which we’ve included below).
“[Forever 21] gave us a rather open brief, and from the start we knew we wanted to build a web-connected experience that anyone could try from anywhere in the world,” Breakfast co-founder and chief creative officer Andrew Zolty told Adweek. “We focused on thread, with it being the most basic element of fashion and quite versatile. We also focused on Instagram, as it’s the most artistic/creative of social networks, and Forever 21 has a massive following on there. The idea developed from there.”