Verizon Weaves Together a (Literal) Fabric From Social-Media Messages

Designer Christian Siriano Will Create a Physical Garment From Tweets, Basically

Published on Sep 11, 2014

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Fashion and tech rarely meet; just ask Google Glass. But Verizon managed to weave the two together for "Fashion Rocks," a concert tied to New York's Fashion Week, by creating a digitally-patterned fabric stitched from the social-media posts sent out by the audience during the show at Brooklyn's Barclays Center Tuesday night. (CBS also telecast the event, contributing to the massive social-media response.)

Verizon and its agency partner, McGarryBowen, call Social Imprint (#SocialImprint on Twitter) "a real-life print fabric fueled by fans' conversations." They had plenty to work with. (Justin Bieber, stripped to his skivvies and booed onstage, definitely helped.)

Each topic tweeted during the concert corresponded with a particular color and pattern in the fabric, which was projected during its creation, backstage and online. For the project, Verizon recruited fashion designer Christian Siriano, who will unveil a physical garment "shortly," the carrier tells Creativity.

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Sep 11, 2014
Group Creative Director:
Adam Kahn
Creative Director:
Peter Williams
Peter Min
Art Director:
Ariana Deluca
Managing Director:
Will Townsend
Executive Digital Producer:
Lindsay Molsen
Associate Director of Technology:
Reed Roussel
Planning Director:
Natalie Puccio
Senior Social Media Strategist:
Evan Hunerberg
Account Managing Director:
Melissa Dunn
Technology Partner:
VP of Business Development:
Wesley Daggett
Director of Product Development:
Curtis Dunwoody
Chief Software Architect:
Branden Hall
Co-Founder and Director:
Danielle Locastro
Digital Media Strategist:
Eleah Lubatkin
Civic Entertainment Group
Senior Vice President of PR:
Julie Safer
NewCast (ZenithOptimedia)
SVP, Managing Director:
Susan Joseph Smith
Andrew Littell
Brand Manager:
Daniel Wittenberg

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