FASTER FASHION

Bronze Spike

Case Film

Presentation Image

TitleFASTER FASHION
ClientTENCENT TECHNOLOGY LTD
Product / ServiceAI
CategoryE09. Use of Social Data & Insight
EntrantFCB SHANGHAI, CHINA
Idea Creation FCB SHANGHAI, CHINA
Media Placement TENCENT Shanghai, CHINA
PR TENCENT Shanghai, CHINA
Production FCB SHANGHAI, CHINA
Production 2 TENCENT Shanghai, CHINA

The Campaign

We develop an AI to identify fast rising fashion trend among Chinese youth by aggregating and learning from live data on Qzone: China's biggest youth social platform to design a collection for them from the emerging trend.

Creative Execution

Through facial recognition technology, Yong identified two billion photos of millennial users from the hundreds of billions of other photos with an age variance of not more than three years. Yong is able to distinguish users' clothing from a multitude of varied backgrounds with 95% accuracy. Yong then decodes these images into data, identifying the exact color, shape, and pattern of the emerging trend. With a matter of minutes, Yong then outputs his learning into a design. And a new collection of fashion concepts by Yong, emerges.

Inspired by Yong’s work, designer ZhangChi joins the team and reveals her creations at New York's fashion week. Over 2,000 articles from mainstream news to technology media and fashion magazines including Yahoo, China daily, Tech in Asia has covered it, create a total media value of 60 million. More the 45 top opinion leaders join in the discussion. Four live streaming platform streamed the New York fashion show with over 2.4 million viewership and more than1million likes.

Fast fashion works by using people to identify the fast rising trends. The faster you are to market, the greater the opportunity to ride the trend before it dies. We developed our AI with the same aim. The difference is that unlike humans, AI recognizes trends at the speed of live data. Tencent Qzone, the social network most popular among China's youth, receives more than 650 million photo uploads every day. We want to leverage live data from Qzone and the advance technology of AI to catch the emerging trend and create a faster fashion for youth.

Credits

Name Company Position
Fei wei FCB Greater China Chief Creative Officer
Phianphon Sittichaidecha FCB Greater China Creative Director
Simen Lv FCB Greater China Creative Director
Eming Wen FCB Greater China Art Director
Eric Yu FCB Greater China Production Manager
Jasmine Ruan FCB Greater China Producer
Zhu Liang Tencent Technology Ltd Corporate Vice President
Hang Li Tencent Technology Ltd General Manager of Corporate Marketing and Public Relations
Yunsheng Wu Tencent Technology Ltd General Manager of Youtu Lab
Feiyue Huang Tencent Technology Ltd Technical Director
Jie Tan Tencent Technology Ltd PR Director
Hanteng Zhang Tencent Technology Ltd PR Director
Zhenwei Liu Tencent Technology Ltd Product Director
Jinzi Yang Tencent Technology Ltd PR Manager
Lin Wan Tencent Technology Ltd PR Manager
Yu Huang Tencent Technology Ltd PR Manager
Hongyan Yu Tencent Technology Ltd PR Manager
Chi Zhang Tencent Technology Ltd PR Manager
Shaoxin Li Tencent Technology Ltd Engineer
Jilin Li Tencent Technology Ltd Engineer
Anping Li Tencent Technology Ltd Engineer
Huihong Ni Tencent Technology Ltd Engineer
Zurui Yang Tencent Technology Ltd Product Manager
kejing Zhou Tencent Technology Ltd Engineer
Dongdong Jin Tencent Technology Ltd Engineer
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