A documentary short film that tells the stories of four unique women who’ve overcome obstacles to embrace their individuality and become champions of self-expression.
For their first fully integrated ad campaign, ModCloth turned to us to produce something that reinforced their standing as a mission-driven brand while raising their profile to both brand loyalists and new audiences. Multiple and conflicting shifts in brand identity diluted the once-cult brand of ModCloth. The brand was too indistinct to draw new shoppers into its pipeline while its quirky product aesthetic was viewed as not versatile or wearable enough to drive sales (even amongst loyalists).
The resulting campaign was “Against the Current,” spanning film, social, digital and OOH and celebrating women who live and dress with a distinct spirit. We first premiered “Four Walks” on the YouTube masthead. In the first 24-hours after launch, it achieved 11,410,448 total views; the most a brand asset had ever received. It reached 55M unique people in the US, and helped ModCloth’s owned YouTube channel increase its following by 108%.
AWARDS:
ONE SCREEN FILM FESTIVAL | Documentary - Shortlist
WEBBY AWARDS | Video Fashion & Lifestyle - Nominee
