When you become the stylist.
The GNTM 'Umstyling' is the most watched episode in every season. Why? Because everybody is interested in the transformation of the top 20 models. We wanted to give this special episode a digital pre-boost.
We created a mobile-first web app where our users slipped into the role of a professional stylist: they were able to change the look of each model to a potential new 3D hairstyle and colour as well. We launched this product with a simple UI one week before the actual on air broadcast. We later on - also featured the real 'after'-looks as well.
Not only did our 'umstyling' web app raise user engagement and create even more anticipation for the upcoming tv episode of GNTM – it was also the most visited site on our platform gntm.de and created up to 5 minutes average time spent on our websites. Pretty neat.
Creative Direction: Steven König
Director of Photography: Daniel Ernle, Patrick Sean Kennedy
UI & UX: Steven König, Kevin Dreher
3D Modelling & Post Production: Daniel Ernle
Development: Simon Bail
Digital Concept: Salome Huzel
Producer: Ute Deutschmann, Thomas Gülzow
Styling: Irmi Jenewein, Josef Stockinger