Sound and vision

Global – Miu Miu is inviting fans to be creative with Miu Miusic, an app that generates shareable psychedelic video clips.

• Miu Miusic, free on iOS, Android and Windows, lets users remix music tracks with original graphics to create a personal video
• The campaign is a good example of a brand creating shareable content that appeals to each user’s personality

Tapping into the visual language of digital-first Generation Z, Miu Miusic enables users to create their own short Miu Miu campaign videos to keep or share with their social network.

The fashion house collaborated with long-time friend, DJ and producer Frédéric Sanchez, who created 10 customised soundtracks to choose from, each inspired by past runway presentations.

Miu Miu also created 16 graphic patterns, inspired by its current collections, mashed together with emojis and shots from the runway. It worked with technologists at Neosperience to ensure that each combination creates a different, personalised video.