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LOHAN’S ECKO CHAMBER: Lindsay Lohan may be in a court-ordered L.A. rehab, but she was a busy woman before she headed to jail — and we’re not talking about partying. Marc Ecko Cut & Sew will tonight unveil Lohan as the face of its fall multimedia marketing campaign at a party at Milk Studios in New York. Guests at the event will get an early look at Lohan in the streetwear brand’s print ads, which break in the September issues of GQ and Complex, and via an advanced Web technology called “augmented reality” (an ideal description of Lohan’s life).
Launching with the campaign on Aug. 10 is a dedicated Web site, Marceckomuse.com, which will house videos and interactive features featuring Lohan. The clips are triggered via a glyph that will be printed onto the ads and collateral marketing material, such as direct mail, catalogues and look books. When the glyph is held up to a Webcam, Lohan springs into action in video or 3-D hologram from within the computer screen — acting out short skits that were directed by the photography team Markus Klinko and Indrani, stars of the Bravo reality series “Double Exposure.”
Viewers can interact with Lohan — who despite her legal woes appears on the latest covers of both Maxim and Complex (which is owned by Marc Ecko) — by using their Webcam, moving the glyph around and directing her to act out a series of filmed emotions, such as joy, fear and, perhaps most fittingly, remorse.
“I wanted a classic Hollywood bombshell. I don’t cast dispersions on what she did or did not do,” said designer Marc Ecko of his casting choice for the campaign, which was shot a few months prior to Lohan’s recent 13 days in the clink for violating terms of her DUI probation. “For me, she did the most important job I needed, which was to be more than a pretty face — but actually act, and to create a dialogue that would incite our emotions: good, bad or indifferent. She is a talent. I’m rooting for her.” — David Lipke