WEBVTT

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So any marketing campaign needs to have
gravitas and global appeal.

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It was up to us as a creative team to
bring that to life through the form of an

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event.

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But I wanted to take it a step further
and create something that was more

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immersive that had never been done before.

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And it became the world's first.

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So it was the world's first AI driven,
shoppable and immersive catwalk.

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And to us that really meant showcasing
our capabilities.

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And we also wanted to really focus in on
the AI opportunity and AI narrative.

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So we came up with this strategic kind of
foundation stone of runway to the future,

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which of course has a double meaning of
alluding to the fashion runway,

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but also the strategic approach to what's
next.

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And we've got a fantastic facility here
to bring that to life.

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So a huge space just outside Manchester
Airport.

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It felt like just the right time with
Topshop coming back onto the High Street

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and Manchester hosting the Brit Awards
that we'd hosted here in our amazing

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facility.

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And then it was about us telling the
story of our tech capabilities.

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So working with our tech teams,
our machine learning teams and our team

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in Studios I labs to bring to life all
these amazing pieces of technology.

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And we actually built quite a lot of
different and new world first pieces of

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technology that really related back to
the original theme of a catwalk and the

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shopping experience that that would
create for us.

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AI isn't just a tool,
it's ultimately a revolution.

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It's a revolution that's helping us
reimagine everything we do.

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So AI within the catwalk was really
driven by humans.

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It was very much collaboration between
the human idea,

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the emotional intelligence and the tool
in in AI, how it can bring that to life.

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We're talking to a number of our big
retail clients about what we actually did

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with the app.

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So a few of them are looking at things
like virtual trial,

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which isn't surprising.

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One of the features that we got a lot of
really positive feedback from was a

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feature that we actually built so that
when you held your phone up when the

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models were coming down the catwalk,
you could actually get the product

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information up on the screen and you
could add it to your favourites or your

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wish list and then go ahead and buy those
products.

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We're hearing from people in the industry
that they want to use things like virtual

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trial and features so you can actually
get a feel for what an outfit looks like.

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And that was why we'd already been
looking at this.

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So we worked the number of brand partners
and collaborators and sponsors to bring

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the event to life.

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And it was a real privilege to be honest.

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But each one of them brought, I suppose,
different challenges and different needs

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and wants and requirements.

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So in, in terms of executing those,
it took a a big team,

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even for things like networks,
infrastructure teams to get them involved,

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the AV teams,
the set build team to make sure that we

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were really bringing those bands to life.

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Collaboration's at the heart of
everything we do.

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It's really fundamental to everything we
do.

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We, we,
our success is built on collaborative

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approach for catwalk.

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First point of collaboration was for the
runway show was of course with Topshop

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and really understanding their story and
going on the journey with them.

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But we also collaborated with our partner
Google,

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who gave us a really amazing mix of
creative tools than to really engage with

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the with the guests.

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There was so much buzz,
people getting their phones up showing

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look,
this is so great to be able to see myself

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wearing all of these outfits and it works
so well on the night.

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One of the key measures of success that I
bring to anything like this is how much

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do the audience clearly emotionally
engage with the experience.

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So I think my probably my favorite moment
from the show was really the opening

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statement or opening moment where the
first model bursts through the kind of

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iconic top shot bag.

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We actually got gasps and screams and I
think quite literally a couple of screams,

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which was incredible.

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More than we can wish for.

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Our host Patricia Bright played a really
key part in that.

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She has a history with the brand.

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She also shares part of the journey in
terms of really embracing the world of

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tech,
but also embracing the world of culture.

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Executing an event of this scale is,
is absolutely monumental, colossal.

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The way that our team has worked to do
this,

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this has been an extra project on top of
all the other deliveries that we're doing

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for our clients.

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So a lot of this work was done in
people's own times.

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They were so passionate and excited about
it.

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It was absolutely incredible on the night.

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It was really emotional to see it all
come.

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There was no detail that hadn't been
thought about and planned.

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And so it meant that when things did
maybe not quite go to plan,

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that we were able to react.

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So all of these different teams combined
together, the expertise, the creativity,

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the innovation, the the tech,
all coming together into one evening and

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making our kind of dream,
our idea come to life.