China’s influential fashion crowd were invited to what they thought was just another launch event. They were greeted with a big surprise.

We created a unique theatre experience, where the guests unexpectedly became the stars of the show.

A cast of over 100 guided our unsuspecting victims through a series of experiences, each carefully designed to catch them off guard, and expose their Nightside.

The event was captured by a network of hidden cameras, allowing us to send tailor-made films for our guests to share.

Each film linked though to an ecommerce site, allowing us to meet the sales objective.

The films received over 3.2 million views, helping to grow Lee’s Weibo fan base by 261%

Lee outsold its competitor, Levis, for the first time in 10 years, despite spending 3x less.