Interactive video and luxury
Summer 2023
In recent years, many prominent luxury brands have produced avant-garde films for new marketing and promotional purposes, including Lacoste, Dior, Prada, Chanel, Rodarte, and Louis Vuitton. By incorporating gamified or interactive features in future films — branching stories, shoppable hotspot moments, quizzes to glean viewer information, and more — these luxury brands and others can expand their user reach at a fraction of the total production cost, according to SCAD luxury and brand management student research. By incorporating gamified needs that may require additional footage or 360-degree video into the film preproduction process, luxury brands can plan ahead for these cost-effective and engaging interactive experiences.
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