As you’ve probably seen, and already picked up this gossip while hammering away on the net, Bryanworks4DG is the latest Dolce & Gabbana’s digital game. We wanted to create a new method of storytelling, the recipe contains one of the most web influencers combined with a good dose of viral buzz. It wasn’t as simple as it seems, and here I’ll show you better how we came to create it.
BryanBoy works for DG – How it came to be
First of all, the choice of protagonist. Who is the most telegenic blogger, video dependent and with an unmistakable image? Certainly Bryanboy. The choice of Bryanboy as subject amplified the virality of the message, while the video topics showed a “brand awareness” involving the viewer inside the Dolce & Gabbana life as though he is accompanied by a special type of testimonial.
Bryanboy is the perfect character to play six episodes the Dolce & Gabbana Spy for excellence, the one who hid behind the thousand faces, but keeps the unmistakable essence of the brand, telling the exclusive behind the scenes. So, Bryan undresses of his persona to become of a hypothetical employee of Dolce&Gabbana. The comic tone of voice and the candid camera format make these videos exponentially viral, especially if released little by little (every two days). The project started as rumour, which took shape while amplifying the online buzz, and evolved while moving in the complementary digital sphere of social media, blogs and online magazines. The narrative is completed thanks to the interaction of the different digital voices.
This has been the real strength, to grant the exclusive video to multiple platforms so that the story took shape according to a plan that aims to bounce the news, turning a gossip in reality step by step.
We shot 6 video clips of BryanBoy as part of the Dolce&Gabbana staff, almost like candid cameras of him in our offices/@showroom /@boutiques. It’s an undercover version of him performing as iwork4dg (the Dolce & Gabbana Spy account on twitter). The release of the video has been planned as a rumour which spread like wild fire!
Following the release we created a pool on FB where followers can vote for their favourite video, and a playlist on Youtube, for an easier view of the whole story.
Enjoy the videos here!
Tagged with: #STAR STYLE
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