The Sweet Shop’s sister company The Rumpus Room launches world’s first co-created fashion campaign for UK department store, Selfridges
Interactive multi-media company and The Sweet Shop’s sister company, The Rumpus Room have created the world’s first co-created fashion campaign for UK’s high-end department store Selfridges.
The campaign was designed to support Selfridges’ new Denim Studio department, and the launch of ‘Denim Lovers’ – the store’s celebration of denim as “the world’s most democratic, style statement fabric”.
To achieve this The Rumpus Room built a system that collected and organised images sent from mobile devices and DSLR cameras by collaborators attending a special Denim Lovers campaign fashion shoot. The collaborators were 
300 of the UK’s top fashion editors and bloggers. As each image was received, computer vision tracking software was used to analyse, adjust and finally combine all the images into one complete composition. The result was a true collaboration.
The process, from 
collectively photographing the models through to the delivery of the final campaign ad, was less than 24 hours. The ad appeared on DOOH sites across the country the next day and as an interactive experience on Selfridges.com, accessible across desktop and mobile. The interactive version that was created allows 
visitors to explore the composition and discover each individual photographic contribution.