The Launch

Online fashion retailer oki-ni approached us to help create an attention-grabbing film to celebrate the launch of their new website. The challenge: to come up with a one-minute film that reflected the high-tech values and aspirations of the brand.

Celebrating the relaunch of the website with a literal launch of our own, we attached a range of products from the new collection to the biggest weather balloons we could find and sent the various items on a 20-mile journey skyward with cameras capturing the whole journey. Creating a martian like environment helped convey a sense of other worldliness, that communicated the high-tech aesthetic of the brand.

Covered by style blogs around the world and shared among oki-ni’s target audiences, the campaign created a huge buzz around the site launch and was used as the leading piece of content on the homepage for the whole season.

'One of the more inventive viral tactics in recent memory' Hypebeast