Fake Love And Momentum Instagram Fashion Week For American Express


Last Updated: September 12, 2012 4:40 am GMT
(Los Angeles, California--September 12, 2012) LA-based Recommended Media’s 2012 Cannes Grand Prix-winning roster design company, Fake Love teamed up with Momentum Worldwide to deliver an interactive view of Mercedes-Benz Fashion Week through street-style photography with their specially created Instagram towers for American Express. Fake Love served as the digital production company on the project, crafting the digital design and technology for the three 10-foot tall towers installed in the lobby of Lincoln Center. The project features images from fashion bloggers as well as French street-style photographer, illustrator and author Garance Doré.

Fake Love created the interface, back-end program and CMS to pull in Instagram photos, usernames and initial user content with the hashtag #AmexFashion. This content is displayed across the three towers with a touch sensitive middle TV in each tower, allowing the user to scroll through and “like” images. The curated images from online fashion enthusiasts and images captured by Doré are chronologically placed into the image queue, with images receiving more “liked” given priority in the feed.

Notes Fake Love Executive Creative Director Layne Braunstein, “We were happy that Momentum really let us run free on the creative for the digital design. When we finally laid out the TVs with the Instagram images on them, it was exciting to see the fashion images displayed in a real-time format.”

Fake Love is no stranger to crafting immersive brand experiences, with their work on the Google Project Re:Brief Coke bring honored this year with a Cannes Grand Prix. The team took existing vending machines, and completely redesigned them with custom fabrication, microcontrollers, open source software, hand-made hardware, touch screens, video/audio capture and live streaming. They set up the re-imagined Coke machines around the world in landmarks such as Cape Town, Buenos Aires, Mountain View, and New York City, allowing Coke enthusiasts to interact with others across the globe via the machines. Earlier in the year, Fake Love also created the Kinect-based interactive panels for “The Treachery of Sanctuary” installation with director Chris Milk and Ben Trickleback for The Creators Project. They served as the digital production team for the installation, employing emerging technology to create an interactive installation where multiple users explore projected shadow-like images through their own body movements.

About Fake Love

Fake Love is an award-winning creative boutique in New York that focuses on immersive commercial and artistic visual storytelling and branding. They write, design, code, produce and shoot anything you can imagine. And some things you can’t.

The company has worked on campaigns for clients such as Google, M∙A∙C Cosmetics, Samsung, Dell, ABC, Heineken, Def Jam, Volvo, The History Channel, Shen Wei Dance Arts, British Airways, Microsoft, The Daily, Coke, Universal, and Spin Magazine.

About Recommended Media

Recommended Media is a commercial and alternative media resource dedicated to supporting the finest filmmakers and digital artists worldwide. Our Los Angeles based company was created through the amalgam of three executives with distinguished track records for launching and promoting some of the industry’s most celebrated talent. With creative career development, client services and production management skills at the heart of their efforts, Stephen Dickstein, Phillip Detchmendy and Jeff Rohrer, along with their teams, collaborate to produce award-winning, internationally recognized creative and meaningful work. Regardless of the media discipline, each and every person associated with Recommended is committed to making exceptional projects and providing gratifying experiences.


Client: American Express

Agency: Momentum Worldwide

Senior Integrated Producer: Amanda Schultz

Associate Integrated Producer: Kristin McCarron

VP of Production: Tom Shaw

Associate Creative Director: Ward Williams

Live Events Producer: Katherine Rassumsen

Digital Production Company: Fake Love

ECD: Layne Braunstein

ECD: Josh Horowitz

Supervising Producer: Lauren Bickers

Producer: Catherine Badger

Creative Technologist: Blair Neal

Creative Technologist: Caitlin Morris


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