HAKUHODO Gravity

EMODA, October 2020, Virtual Model "My name is EMO" campaign - Hakuhodo Gravity team was responsible for creative direction, planning and media buying for the brand's 10th anniversary campaign. Based on the idea that the 10th anniversary of a fashion brand belonged to the sales staffs who supported the brand and the fans (customers) who supported the brand, we develope a virtual model "Emo" as a symbol to connect the staffs and fans. The face of the virtual model "Emo" was generated from the average of 100 staff members' faces, and the model was designed to allow fans to create their own favorite outfits by choosing the coordinates and items from the 10th anniversary special website. A total of 150 freely coordinated "Emo" was created by fans. The event was introduced on 40 media , including fashion news sites such as WWD and Fashionsnap, and Yahoo!