Olmeca Unexpected Merch
Digital collection of chromakey merch
Special masks on Instagram recognize bright color and instantly replace it with «unexpected» textures
Goal
To attract young audience attraction – people from 18 to 25, flexers; improve brand image – be relevant, actual and useful for them.
Implementation
To create a simple and relevant tool for young people which would fit brand's platform relating to spontaneous parties and report to audience insight: people want to post a lot of content during the party but they don’t want to be in the same clothes.
That decision was a chromakey collection of Unexpected merch collection.
INSTAGRAM MASKS •
We created special masks for Instagram – it recognize bright colors (now also black) of any wardrobe item and instantly replace it with unexpected textures. Due to this, the owners of the Merch Olmeca look different in all the photos.
Masks recognize all objects of a similar color: can make jeans with a carpet pattern, a glitter cup or a furry sky.
SMM SUPPORT •
Real t-shirts of bright contrasting colors were made for the project (they served as a chromakey), in which you can take pictures and apply different patterns in the Olmeca style over the image.
T-shirts were played out on the Olmeca Instagram account or the brand’s public on VKontakte.
BLOGGERS •
We sent an unexpected merch to the large Instagram influencers. They highly appreciated it and made posts, each in its own style. Examples:
– @nika_viper
https://www.instagram.com/p/B4SbAWKo03H
– @mykhins
https://www.instagram.com/p/B4E0vZbBSCw