Background
Fox's "Empire," an enthralling musical drama TV series (2015-2020), revolves around the Lyon family's escapades in their fictional hip-hop music realm, Empire Entertainment. With multiple successful seasons under its belt, Fox aimed to further engage the ardent "Empire" community, drawing inspiration from their previous successful fan-centric initiative for "Grease Live."
Challenge
The task was distinct: Unlike "Grease" enthusiasts, "Empire" aficionados admired the show but didn't necessarily aspire to be part of its universe. To captivate this audience, we needed to pinpoint what truly galvanized them. Our research pointed us towards the show's fashion - the captivating, glamorous ensembles, especially those adorned by the formidable Cookie Lyon, portrayed by Taraji P. Henson.
Approach
- Fashion First: Recognizing the fandom's passion for the show's couture, we envisioned a digital experience where users could immerse themselves in the "Empire" fashion world.
- Interactive Wardrobe Experience: Creating a web app that functioned like a digital dressing room, users could choose their favorite characters and style them using outfits and accessories directly from the show.
- Dynamic and Up-to-Date: Ensuring the virtual wardrobe mirrored the ongoing series, we kept it contemporary, allowing users to recognize and interact with outfits as they appeared in the episodes.
Solution
- Immersive UI/UX: Designing a digital experience that was unmistakably "Empire" in its essence, we incorporated hundreds of show-based images into the app.
- Detailed Execution: Breaking down each ensemble into individual clothing items and accessories, we meticulously ensured that each element was unique to specific characters.
- Real-Time Engagement: The web app's synchronization with the show's latest fashion ensured real-time conversations amongst fans as episodes aired, amplifying engagement and fostering a dynamic fan community.
