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Responses by Colin Gifford, creative director, Blast.

Background: The Green Carpet Challenge was created by Livia Firth at Eco-Age, and the Green Carpet Fashion Awards (GCFA) were developed by Eco-Age in partnership with Camera Nazionale della Moda Italiana. The GCFA were held during Milan Fashion week. Promoting sustainable fashion to the world, this site speaks to everyone with an interest in ethics and sustainability in fashion: consumers, retailers, designers, manufacturers, influencers and governments.

This site promoted the first ever virtual Green Carpet Fashion Awards. It is a showcase for previous sustainable designers and celebrity looks worn on the red carpet, a resource of responsible partners, and an invitation to the world to watch the awards.

Design core: The design of the site transposes the Green Carpet Challenge into a digital brand. We created a visual identity that is not only sophisticated but edgy to reflect the activist movement. The site launched in four phases, with the initial launch centered around an interactive 3-D globe that mapped the celebrity and designer looks from previous awards. The challenge was to create the globe and its elements as navigation, for it to be content managed, and most importantly to look and function in a stylish, sophisticated way. On the day of the awards show, the landing page switched to focus on building anticipation of the show, with celebrity videos and social media feeds from those attending the awards as well as details on how to watch the revolutionary show.

Challenges: Creating a digital experience that previously had been based around an exclusive A-list event. Everything was being done for the first time, from the creation of the digital brand to the interactive experiences on the site. The COVID-19 pandemic had forced the Green Carpet Fashion Awards to go virtual, and the website was being produced alongside a revolutionary virtual awards ceremony. Therefore, we were working alongside a number of other creatives, producers and directors to ensure synergy between our site and their show.

Navigation structure: The main feature of the site is the interactive 3-D globe. This was used as a way to navigate to the celebrities, designers and their looks. Users can spin the globe and select pins from the globe to navigate to the content. While scrolling through the content, the globe provides in-page navigation to get to different celebrities and designers.

Technology: The site was built with a Craft CMS back end, using our custom front-end framework for the majority of the UI, and a three.js 3-D library to power the interactive globe. We built a lot of custom functionality to create a globe that worked with smooth page transitions and created a flexible system that could be adapted as the event shifted between different stages.

greencarpetawards.cameramoda.it/celebrity-looks

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