Tom Ford moved his annual runway show to LA and the digital experience captured the celebrity studded affair.
In the lead up to the runway show the Tom Ford team used our Live Looks widget to publish celebrity arrival photos and exclusive backstage hair, makeup and model photos on the fly.
The photos were instantly shareable and helped build buzz in the minutes before showtime.
The runway microsite covered the lifecycle of the event.
The week ahead of the show a simple countdown created drama in the lead up to the #TFLA show. An hour ahead of showtime, a Social Feed displayed tweets from celebs & models arriving on site - as well as the celebrity & backstage photos flowing in underneath.
When the show begins the focus turns solely to the runway live video.
Afterwards, the microsite turned into a hub for photo galleries around Arrivals, Beauty, Details and the main Looks in addition to the edited on demand video.
This screencap shows the microsite a few minutes before showtime. Social feed on the right and live photo gallery beneath.
The Looks Gallery lets viewers browse the show by look, as well as a gallery beneath that lets them zoom in on favorite looks and easily share on social media.
The Tom Ford team then gets reporting on which looks are most interacted with, by social media network, and by geographic region.
