Mucinex Sickwear

What do you wear to feel better, when you're not feeling well? The Barbarian Group designed, and I produced, a bespoke line of unique fashion, designed by Steven Alan and Christina Viviani, fashioned by 5 influencers, in a Livestream event staged on Oct. 20, 2020. The suite of deliverables included a "Making of" video on the Art and Science of Sickwear, Promo teasers, a Hype film, the 30 minute Livestream, cutdowns, Stills, Website and Case study.

The Mucinex Livestream introduced Gen Z to Sickwear, an all-new brand of clothing designed to make you feel better when you're sick. Because, face it - you can't stop taking selfies just cuz you have the flu! Barbarian Group enlisted Steven Alan and Christina Viviani to design an all-new clothing collection, showcased by 5 influencers in a half-hour fashion show. By Mucinex? Yep! 50 million impressions. 17,000 clicks to the Mucinex Youtube channel. 6.500 tuned in to the Livestream. The collection sold out in 24 hours. Drop the mic.

Here's a bite-sized glimpse of the Livestream, peeking at the designers, influencers and fashion that transformed Mucinex into a Health and Wellness brand in its #1 single-day sales ever!

One of the announcement videos pushing traffic to the Livestream. There were Announcement, Day-of, and During-Show media signposts.

A Photo/Video shoot captured fashion models in the Sickwear fashion, edited in to Pre-show announcement teasers. 6500 viewers tuned in to the Live shot on 10/20/2020

As the livestream countdown clock hit zero, the show started with this flashy show-open blitz of fun music, making-of glimpses, designer sound-bytes, and influencer fashion cameos. This encapsulated the collection genetics and led in to the live show.

The Art and Science of Feeling Better. Sickwear - innovation in design, manufacture and production. How can clothing actually make you feel better? Health and Wellness addressed in a totally fresh way. Steven Alan and Christina Viviani are NY-based fashion designers, exploring the psychology of colors, fabrics, and features. Making sense of a pharma brand getting in to fashion. Gender-fluid clothing you reach for when you're sick, but want to be seen in when you're healthy too. A real expression of Feel Good form and function!

Several :06 and :15 teasers featuring models in the Sickwear fashion drove to the Livestream on Oct 20 at 8 PM, which garnered over 50MM impressions

The Sickwear clothing was hyped by these teasers on social media and played on Youtube. The fashion line sold out in 24 hours, during and after the show.