Lindsay Lohan
– Marc Ecko’s
Digital Muse
– Marc Ecko’s
Digital Muse
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Marc Ecko - entrepreneur, philanthropist and fashion mogul extraordinaire
was at New York City’s Milk Studios on August 4th to launch the fall 2010
groundbreaking campaign for his contemporary menswear line Marc Ecko
Cut & Sew. The campaign is a progressive marriage of sorts – fusing
fashion, pop culture, new wave technology and traditional print campaigns all
in one ambitious wallop. So how exactly does the surprisingly innovative Marc
Ecko tap into the cultural zeitgeist through an interactive campaign? Two
simple words: Lindsay Lohan.
Well, not just LiLo alone. There are also Bravo TV’s Double Exposure stars,
fashion and celebrity photographers Indrani and Markus Klinko, whom Ecko
tapped to direct all the video for the virtual campaign. Lohan is featured in four
video-skits, each of which corresponds with the printed ad campaign
images. Ecko got the inspiration for the printed campaign ads from the work
of American illustrator Robert McGinnis, who created the now iconic James
Bond posters of the 70’s.
The “augmented reality” in play in this campaign allows the consumer to be
an active participant. To participate, consumers must use a special encoded
GLYPH marking, or tracking code, which can be easily found in the traditional
campaigns featured in print publications, or on the campaign’s very own
dedicated site: www.marceckomuse.com. Once users log onto the site they
can then position their GLYPH mark onto their camera, after which a digitally
projected hologram of Lindsay Lohan gleams right before their very eyes.
Employing psychologist Robert Putchick’s theory of humans’ eight basic
emotions, users can click on any of the given emotions on the home page
was at New York City’s Milk Studios on August 4th to launch the fall 2010
groundbreaking campaign for his contemporary menswear line Marc Ecko
Cut & Sew. The campaign is a progressive marriage of sorts – fusing
fashion, pop culture, new wave technology and traditional print campaigns all
in one ambitious wallop. So how exactly does the surprisingly innovative Marc
Ecko tap into the cultural zeitgeist through an interactive campaign? Two
simple words: Lindsay Lohan.
Well, not just LiLo alone. There are also Bravo TV’s Double Exposure stars,
fashion and celebrity photographers Indrani and Markus Klinko, whom Ecko
tapped to direct all the video for the virtual campaign. Lohan is featured in four
video-skits, each of which corresponds with the printed ad campaign
images. Ecko got the inspiration for the printed campaign ads from the work
of American illustrator Robert McGinnis, who created the now iconic James
Bond posters of the 70’s.
The “augmented reality” in play in this campaign allows the consumer to be
an active participant. To participate, consumers must use a special encoded
GLYPH marking, or tracking code, which can be easily found in the traditional
campaigns featured in print publications, or on the campaign’s very own
dedicated site: www.marceckomuse.com. Once users log onto the site they
can then position their GLYPH mark onto their camera, after which a digitally
projected hologram of Lindsay Lohan gleams right before their very eyes.
Employing psychologist Robert Putchick’s theory of humans’ eight basic
emotions, users can click on any of the given emotions on the home page
By Alexander Patino
and have Lohan act out the chosen emotion for them. “We’re mainly known for our still images,
but for us to move to the next level with motion – it’s a very passionate process,” says Indrani. “So
much of what we do – we do eight images and we tell a story that way, but there’s always more
that I want to tell and this was a really fun project because we got to convey a whole new set of
emotions – a whole set of scenarios that were very stylized and really pushed Lindsay’s acting
abilities. It was very new and original, this idea that the audience can play with her emotions and
interact with her in these ways. It was a big challenge to create this video in a way that was real
but it is also something you feel is very accessible.”
So of all people – why Lindsay Lohan? Indrani thinks it was a natural choice. “She represents
breaking all the rules and I think that’s why people love her and hate her, because she gets away
with it.” Ecko couldn’t agree more. “I was like Dexter, the serial killer, stalking her,” he says. “I had
done a series of paintings of her in the past and I hooked up with Markus Klinko and I told him I
want to work with Lindsay on this and he said “I know Lindsay!” It was very organic. So when I
had my hit-list of who is sexy, a bombshell, can act, who can cut through the veneer, who is going
to give me that zeitgeist moment – it was definitely going to be Lindsay.”
but for us to move to the next level with motion – it’s a very passionate process,” says Indrani. “So
much of what we do – we do eight images and we tell a story that way, but there’s always more
that I want to tell and this was a really fun project because we got to convey a whole new set of
emotions – a whole set of scenarios that were very stylized and really pushed Lindsay’s acting
abilities. It was very new and original, this idea that the audience can play with her emotions and
interact with her in these ways. It was a big challenge to create this video in a way that was real
but it is also something you feel is very accessible.”
So of all people – why Lindsay Lohan? Indrani thinks it was a natural choice. “She represents
breaking all the rules and I think that’s why people love her and hate her, because she gets away
with it.” Ecko couldn’t agree more. “I was like Dexter, the serial killer, stalking her,” he says. “I had
done a series of paintings of her in the past and I hooked up with Markus Klinko and I told him I
want to work with Lindsay on this and he said “I know Lindsay!” It was very organic. So when I
had my hit-list of who is sexy, a bombshell, can act, who can cut through the veneer, who is going
to give me that zeitgeist moment – it was definitely going to be Lindsay.”
| "She represents breaking all the rules and I think that’s why people love her and hate her" |
VIDEO
