If anyone lives and breathes new things it’s Prabal Gurung, the acclaimed New York Fashion designer. Our objective: Create a cultural conversation piece that differentiates Prabal Gurung from the conventional tone of high fashion media, and reaches a broader, younger audience. Our solution: To have Prabal Gurung present Rye Rye, hip hop’s latest it girl, and create a music video experience that highlights the colors, textures and bold graphic prints of Gurung’s Resort Collection. Our social media distribution strategy included premiering the video through Twitter with the hashtag #NewThing rather than a traditional URL. As a result, we created major buzz led by influencers and celebrities with coverage in BlackBook, Vogue, Nylon, The Fader, MTV Style, Interview Magazine, Harper’s Bazaar, Dazed and Confused, W Magazine and Forbes, to name a few.