For its annual MUSIC LIBERATES MUSIC campaign, Bacardí came to us with a challenge: how can we use Bacardí’s platform to bring attention to underrepresented artists?

So we created the world’s first wearable music album: a fashion capsule made in collaboration with record producer BOI-1DA and the fashion brand NAHMIAS.

Launched at Paris Fashion Week, this capsule featured QR-code embedded designs on each of the garments. So when you aimed your phone at one of the models on the runway, your phone scanned the code, bringing you to THE WEARABLE ALBUM playlist, featuring hot up-and-coming artists.
And as an extra bonus — those who scanned and listened to earned live music rewards.

Which meant driving traffic to our rising artists via a disruptive social hack, the creation of the world’s first wearable music album, and a whole ton of impressions for Bacardí. Win-win-win.

Roles:
Art Direction, Design, Production Design, Photography Retouching/Color/Editing