MI&C was tasked with bringing Kanye West’s fashion show beyond the walls of event, and beyond the desktop/mobile livestream model, to physical cinemas globally.
The effort required a smart distribution strategy, seamless content production, and artistic creative direction — each implemented towards a democratic, transportive experience for theater audiences.
For the Yeezy Season 1 & 2 shows, both in collaboration with performance artist Vanessa Beecroft, MI&C reworked the traditionally exclusive and formulaic fashion show format by screening the event live to 42 and 37 international cinemas for free, respectively. We created a digital ticket portal to to handle cinema logistics.
MI&C filmed and edited the live footage using dynamic cinematography and slow, poetic editing. The result was elegant, cinematic, and felt special in its viewing. Our efforts ignited Kanye’s public audience, giving front row seats to fans. The output of compelling videos from the show engaged an additional 3 million viewers online. Both shows were the most written about events of their fashion season.
The rule-breaking event matched West’s iconoclastic artistry, allowing a much larger, more engaged audience to experience the Yeezy collection.