Moving beyond the traditional avenues of promotion like banner ads, design schemes and print ads, the Academy did something that was unexpected and experiential. The physical transformation of the script into the character was a tangible and direct way to communicate the art of costume design.

The script dress was displayed in a glass case and exhibited at a popular shopping destination in Los Angeles. People were able to connect with costume design in a new way and see firsthand how words become characters. The untraditional out-of-home installation drove patrons to the "Hollywood Costume" exhibition.

For nearly 100 years the Academy of Motion Picture Arts & Sciences has represented the pinnacle of creativity and innovation in film.

While the Academy Awards (the “Oscars”) are an incredible event, the Academy had become defined by it, but in truth, the nonprofit organization offers a diversity of content and services beyond one event.

From educational resources, to original programming through their online Academy Originals series, to the future museum that is set to launch in the next few years, the Academy is providing a peak behind the curtain to their incredible brand.

Costume design is the craft of taking the script and bringing it to life

To represent this important role that costume designers play, one iconic costume was created using the actual script from the movie.

Brazilian paper artist, designer and fashion director Jum Nakao was commissioned to create the art. Nakao transformed the script of Sofia Coppola’s “Marie Antoinette” into a paper dress and headpiece fashioned after the iconic blue ballroom gown worn by actress Kirsten Dunst and created by Oscar-winning costume designer Milena Canonero.

An airy Los Angeles served as a blank canvas for the dress’ creation. From eight days, Jum sliced, snipped, curled, frilled and stitched, handcrafting thousands of sheets of paper into an ornate replica of Antoinette’s gown. The whole process was filmed and used as content online.

The dress was displayed in a glass case and exhibited at a popular shopping destination in Los Angeles, California. Staring closely at the dress, patrons could read fragments of dialogue and bits of context underneath individual paper curls and makeshift earrings.