Miu Miu has teamed up with artist/filmmaker Miranda July to create an unusual new messaging app called Somebody, which allows the user to send messages to friends and have them delivered, verbally, by another user nearby (usually a stranger). Inspired by modern life’s preoccupation with communication, technology, avatars and outsourcing, the service evolves relationships with a three-way experience.
As part of the launch, July has also created a short 10-minute video of the same name, which puts a fresh and creative twist on the concept of a fashion film by using humour and strikingly styled ‘normal’ people. While the movie illustrates how the half-app/half-human service can be used in an inspiring way, the technology still requires a mass participation of users for the project to work effectively.
Additionally, the app comes with a series of ‘Official Hotspots,’ highlighting areas that attract a critical mass where Somebody can work best. So far, the suggested list mostly details galleries, from the Los Angeles Museum of Art and the Walker Art Center in Minneapolis to The New Museum in New York, though users can also create their own hotspots in places like workplaces and universities.
• Involve a new level of creativity and engagement in promotional fashion films by constructing a narrative.
• Incorporate a multi-platform digital presence with a practical function.
• Use your campaign to instigate cultural conversations – and potentially even new forms of conversation.
• Think outside the box, beyond traditional aesthetics.
• Celebrate lesser-discovered artistic talents – don’t default to using obvious wearers like fashion models.