The Weekly Debrief

From the rebels of sportswear to shining a new light on fine art

We’re a creative bunch. Ideas are what get us up in the morning, and when we see a good one, we can’t help but share it. Whether its on a lengthy email chain, a scrap of paper left in a meeting room, or a post on our Workplace group – ideas are always flying around the We are Vista Studio.

This is our round up of the best of them. This is the Weekly Debrief.

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The rebels of the sportswear industry

Sportswear giants, New Balance, were quick to take full advantage of the return of New York Fashion Week, setting up an AI booth in Soho to capture data on fashion trends.

Their marketing agency designed a booth that would scan through the crowds of fashionistas and pluck out individuals who looked different and unique, “going left when everybody else is going right” says Allie Tsavdarides, New Balance’s Director of Global Marketing.

Powered by TensorFlow, New Balance reps hid in the booth waiting for their impressive Exception Spotting tech to do its thing – scanning everything from colour palettes and patterns, to shapes and styles. When they found someone interesting, they quickly dived out to present them with a brand new pair of New Balance Fresh Foam Cruz Nubuck shoes. Fancy.

This all ties in nicely to their latest campaign launch, ‘Be The Exception’ – using data capture on fashion trends to create stand-out, creative products inspired by those seen as defying convention. Although, one does wonder, if New Balance plan to create a product inspired by unique individuals and sell it all around the world, will it still be so unique in the end?

Shining a new light on fine art

Paris’s very first digital museum of fine art has landed, causing quite a stir in the Atelier des Lumiere – a former foundry in the city’s 11th arrondissement.

Take a step inside and witness the immersive and colourful world of early 20th century paintings, projected on just about every inch of the foundry’s walls, floors and ceilings. Pieces include those of painting legends Gustav Klimt and Egon Schiele, with a space dedicated to emerging artists too.

Through interactive AI and digital installations, the exhibition brings old school art alive, with an awe inspiring multi-sensory experience aiming to make art more accessible to audiences who wouldn’t usually visit museums or galleries. 

Putting people at the forefront

Following their recent name changes back in June, John Lewis and Waitrose have launched their first ever joint brand campaign – putting their partners at the forefront.

Known for their heartfelt Christmas campaigns, including #BusterTheBoxer and #ManOnTheMoon, expectations were set high for the reveal of their latest advert campaign named ‘& Partners’.

Set in a school hall, the advert features a bunch of kids performing Queen’s classic, Bohemian Rhapsody, on a stage in front of a crowd full of proud parents. Cue dramatic torchlit faces, tinfoil space suits and soothing solos by cute kids.

The aim of the campaign was to put partners at the forefront, finishing the advert with the slogan “When you’re part of it, you put your heart into it” – emphasising how it takes a variety of people to come together with different skills to make a difference and deliver the best service possible for customers.

Well worth the watch.

Photo credit:  Culturespaces / E. Spiller