#theVELUXpose – an Interactive Campaign using Instagram

Paintings by Charmaine Olivia

#theVELUXpose is an interactive installation for VELUX set in the streets of Copenhagen. VELUX specializes in roof windows and our brief was to inspire young urban citizens to see the roof as an opportunity space and aspire to one day own a roof window. Our goal was to connect the digital generation and the VELUX brand.

As a symbol, we used the posture people have when looking through these roof windows, which is looking up at an angle of 125º. We brought this experience from the roof, down down to the streets and used Instagram as a way to get people excited and involved. It was amazing to see everyone so keen to take part. Thanks to all that did!

We put an iPhone in a box with a frame that has VELUX written on it so that it would come up as the border in the image. We hacked together a really long handsfree kit cable to be able to trigger the camera from far. The image gets synced with an iPad for participants to upload their image to Instagram with their own filter.

This interactive campaign was made by Kat Zorina and I (Andrew Spitz) for VELUX as a part of an industry project at CIID run by Jamie Allen.

You can check out the pictures we got during the few hours we did the installation, it’s under the instagram tag #theVELUXpose.

The video explains it all and shows it in action:

Kat Zorina: website

Andrew Spitz: website

VELUX: website

Instagram: website

Jamie Allen: Copenhagen Institute of Interaction Design

{Sound + Design}: website