High-end fashion designer. Eccentric artist. Controversial troublemaker. Tortured visionary. Lee Alexander McQueen constantly redefined the fashion industry by taking what was traditionally considered beautiful and completely flipping the script on it. We knew our social campaign had to follow suit.
For the release of the raw and emotional McQueen documentary, we partnered with Bleecker Street to create premium content pieces that mirrored his aesthetic and painted an authentic portrait of his life — both on and off the runway — for new and current fanbases. Through breathtaking carousels, mesmerizing videos, countdown and accolade cards, and thoughtful community management, we celebrated his definition of beauty and its profound influence on the world.
To give audiences a glimpse into the various stages of Lee Alexander McQueen’s fashion career, these visually striking carousels spotlighted iconic shots from his most famous (and infamous) runway shows. As fans explored the album, they also revealed the unsettling evolution of his designs.
Death and nature fascinated McQueen in every aspect of his career. Paired with notable quotes, we featured powerful close-ups of these sources of inspiration as they morphed into patterns on his most famous designs.
As critics raved and the film received a “Certified Fresh” seal, we featured the prestigious accolades against the backdrop of McQueen’s most evocative and dramatic runway shows.
We drove anticipation for the film as the premiere date approached with a stylish take on countdown cards, using one of McQueen’s most beloved icon — skulls.
To further immerse fans in McQueen’s world, we created a collection of dynamic content pieces — including dual exposure character cards on mannequin busts, timely quote cards to align with Pride Month, and custom typographic ambigrams to highlight the dichotomy of McQueen’s life.
Audiences were in awe of the film and passionate to share how Lee Alexander McQueen impacted their lives. Through strategic social listening, we engaged with new and existing fans in our community with thought-provoking polls, custom reactive messages, poignant quotes, and expressive GIFs.