Unlike past Marc by Marc Jacobs campaigns, under the new direction of Katie Hillier and Luella Bartley, the label’s latest campaign features a cast of real people found through crowd casting on social media. Marc Jacobs and stylist Katie Grand asked Instagram and Twitter users to submit pics of themselves, using the #CastMeMarc hashtag and the company got some 70,000 entries. With the help of casting director Anita Bitton, they narrowed that down to just 30 finalists, who were then flown to New York and shot by David Sims.
“It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong. We wanted the ads to shout with youth and energy … to be fresh and reclaim the spirit that the collection had when we first conceived of it — to be another collection, not a second line.”
Here are the results. To me, there’s no new Kate Moss here. But with thousands of eyes already on it, this stunt has no doubt done it’s job before a single ad runs. Social media wins again.