Our mission for Paris Fashion Week 2023 was to deliver a social media campaign encapsulating the essence of world famous streetwear brand Billionaire Boy’s Club’s (BBC) collection. The team at BBC had meticulously recreated an ‘American Diner’ at a prime location in the heart of Paris. Our challenge was to translate this concept into a tangible and engaging experience for their global online audience. To achieve this, we created a digital replica of the diner, invoking not only the space but its mood, to be the pièce de résistance of their forthcoming social media campaign.
Process.
The physical presence of BBC’s diner, nestled in the hubbub of central Paris, was pivotal to the campaign. Our task was to capture its unique essence and bring it to BBC’s global online audience.
Drawing inspiration from the spirit of 60's Americana, a central theme in BBC's fashion identity at that time, became the cornerstone of our content strategy.
Our desire was to encapsulate the nostalgia and effervescent charm of this era, inviting the audience to immerse themselves in the ambience of a fluorescent lit bustling Manhattan sidewalk, the Miami strip or the neon promise of food and warmth along Route 66. To deepen our understanding, we began a comprehensive exploration of American diner’s distinctive architectural features. As with so much American design of this era, diner design danced between the era’s boom in prefabrication and the consumer draw of exhibiting creativity and bold eccentricities. The result is something at once instantly recognisable and wholly unique.
We integrated this concept into the building’s design, featuring prominent fluorescent lighting and signage; whilst frosted glass panels obscure the interior whilst emitting a welcoming yellow warmth. Once the digital model was crafted, we meticulously designed and constructed the surrounding scene. Cracked asphalt, freshly wet from a summer night’s downpour, adds a humid warmth to the scene and enhances the exotic glow of the neon lights. The sidewalk, well trodden with the damp footsteps of wanting customers creates a palpable human buzz from behind the frosted glass. Additionally, we animated the sky to offer a glimpse of the dawn light, soon to call the night owls home. All of which enhances the overall atmosphere and transports BBC’s online audience to the beating heart of the physical space.
Outcome.
Our campaign for Billionaire Boy’s Club reached a viewership approximately 20 times higher than their typical figures. The content Future Figures has created resonated with a global audience, generated excitement and pushed engagement for BBC’s Paris fashion week campaign. A job well done.
