maite albuquerque

Google LED DRESS

maite albuquerque
Google LED DRESS

GIRLS LIGHT UP THE Ny  FASHION SHOW

Partners: Google, Zac Posen, Maddy Maxie, 72&sunny, Nexus, Swift
Creative Directors: Paul Nguyen, Chiyong Jones
Writer: Will Tran
Designer: Maite Albuquerque

Less than 1 percent of high school girls plan to study computer science in college. Hoping to change that we helped Google's Made with Code initiative give girls a moment to shine. Partnering with Zac Posen our team and the Made With Code Mentor, Maddy Maxey created the first LED dress of New York Fashion Show.  By visiting our site girls could code millions of unique patterns that would them be brought to life on the dress in real life. With no paid media, we got 240 million earned media impressions, but most importantly we introduced approximately 800K girls to code.

 

THE ONLINE CODING PROJECT

An experience for tablet and desktop. Using Blockly, a graphical coding simulator, girls were able to design the LED Dress with millions of unique combinations.

 

THE DRESS

In partnership with Zac Posen, we created a dress with hundreds of LED lights as part of his Spring/Summer collection for New York Fashion Week.

Zac Posen in the process of making the dress

The dress used hundreds of led lights

 

THE LED DRESS WAS REVEALED ON SEPTEMBER 8TH

nd teen girls lit up the catwalk at New York Fashion Week

 

FOLLOWING THE SUCCESS OF NYF WEEK, ANOTHER STAR DECIDED TO PUT ON THE LED DRESS

Lupita Nyong'o wore the dress during her appearance on The Daily Show as well as the Star Wars premiere.
 

PRESS AND SOCIAL MEDIA

 

Dress to impress

The LED Dress garnered unanimous praise from the mainstream press, tech blogs, and teen media, with writeups in Mashable, Teen Vogue, and more. We got 240 million earned media impressions.