Condenet’s Style.com has debuted a new online video series called CandyCast sponsored by Guess, which brings to life a fashion editor in avatar form, in a move to keep its brand on the tech edge.
The debut episode features Candy Pratts Price, the site’s executive fashion director who gives viewers a personal tour of the fashion world and pop culture.
“Condenet sites are about staying ahead of the trends both from an editorial perspective and from a technology perspective,” said Lisa Howard, publisher of Style.com. “We already have video on our site, but now we have video with animation.”
Style.com developed the idea in its editorial department and worked with technology partner Oddcast to adapt existing avatar functionality and create the fully customized experience. Bruno Frisoni, creative director of Roger Vivier, designed the look. The CandyCast animation features a full range of choreographed movements and facial gestures and the voice of Ms. Price. The first episode runs at two minutes, though the length is arbitrary and will change each month based on the subject of the episode.
“The Internet is so great for bringing people behind the velvet rope and this lets readers get to know Candy in a whole new way,” Howard added. “This is a chance for us to provide a provocative side to engage readers which is really great for advertisers.
Guess is the sponsor of the first episode, which runs in August, marking the brand’s entry into the online advertising space. The Guess brand logo and trademark black and white photos frame the page while the animated Candy sits on her desk reporting on the latest trends in black and white clothing.
“Style.com is the perfect platform for our first online campaign,” said Paul Marciano, CEO of Guess Inc. “The site’s ability to advise and excite the fashion-savvy mirrors the very essence of the Guess brand.”
Each episode of the monthly series will have its own sponsor and Style.com is already in talks with Guess about a future sponsorship. Though Style.com did not disclose any new sponsorships, Howard did say that advertisers are excited about this new format.
“We are collaborating with our advertisers in a more developed way on the technology, architecture and custom content way, which cuts through the clutter and brings advertisers closer to the readers, engaging them in a bigger way,” Howard continued.
