Google StreetView Fashion Show


Mullenlowe Group Dubai


Google StreetView Tour

Fashion and technology combine for a creative campaign that's the first of it's kind as the catwalk hits the digital streets.

We’re no strangers to hacking Google Maps, as far back as 2012 we were publishing PR-worthy imagery and became famous for showcasing the man who was stuck down a toilet on StreetView. I was recently reminded of this project via a TikTok. This was actually an office tour where a load of movie references were hidden within the various scenes and amongst the first Google Maps hacks.

Fast-forward a few years and we were contacted by Dubai offices of MullenLowe Group to advise on the creation of the worlds first StreetView Fashion show.

Their client was actually a previous client of mine, Majid Al Futtaim. In 2017 we captured their flagship hypermarket, Carrefour – Mall of the Emirates. Having surpassed expectation with that virtual tour we were the obvious choice to complete this campaign which involved working alongside multiple companies to bring the whole production together – we’re the only company with the experience and credentials to deliver this project in the way outlined in the brief. 

Hacking The Map

Visibility was a key component in this campaign with the client wanting them to be “seen from space” by pre-planning and marking my camera positions on the ground to spell out City Centre (name of the end client) the GPS, real-world co-ordinates would translate that to text on Google Maps.

So Many Brands!

The set consisted of professional models for use on the catwalk and MAF members of staff that made up the crowd (or fashionista’s as they were known) each wearing items from a different store at a City Centre mall to showcase some of their AW19 lines. Going back we’d love to integrate the ability to find out who’s wearing what and be abe to buy each outfit.

Online Publications

AdAge and Wired were just a couple of top-tier publications that documented the campaign, with glowing recognition for it's creativity and execution.

Industry Recognition

We received no fewer than 15 industry award shortlists from the likes of The Loeries, Ad Stars and The Caples. As well as being in the top 10 campaigns by Campaigns Annual 2019.