The media vehicle was a 4-month-old, untested live streaming platform. St–Germain would only have one chance every hour to share our empowering version of female sensuality with the world. And a live platform leaves zero room for missteps.

Periscope is accessible throughout the world. Cultural, social and political perspectives vary greatly. One of St–Germain’s missions was to present their own view of female empowerment. The final product was meant to provoke thought, spark conversation and inspire people to raise a glass to life’s joyful moments.

A team of women presented a live, provocative vision of female sexuality. The filmmakers wanted to challenge themselves in an effort to contribute to the cultural zeitgeist surrounding gender issues. They set out to examine key questions. How far could they go? Who might be offended? Who might be inspired? How could the work challenge others who view female sexuality as a dirty notion?

It was essential the idea be crafted by a female creative director; that the story be artfully told by a strong female director; and that the talent be in complete collaboration and control of the show at all times — she only shows you what she wants you to see.

Twitter created Periscope to capture moments occurring in the real world. The St–Germain Peep Show, still live and unscripted, portrayed a daylit moment of beauty that transported the audience to another time and place. Directed by the acclaimed Floria Sigismondi and starring New Girl’s Hannah Simone, the show opened a brief window into a dream-like world accessible only in six two-minute increments, every hour. Content was viewable for only one day before vanishing forever. Between episodes, the production team rushed footage to an on-set war room, cut teaser content, and pushed it out on Twitter, Instagram and Facebook, using paid media to amplify the shows and capture as many viewers as possible. Given the live nature of the content, the risks were plenty. But St–Germain embraced the unknown, even tapping into a feature unique to Periscope which enables the audience to help craft the story.

St–Germain’s Daylife celebration was a success. Peep Show — named one of Twitter’s Creative Favorites 2015 — reached an audience of 12M viewers and resulted in a 220% boost in engagement for the brand—with 97% positive sentiment. These results are particularly impressive considering the risk involved with not only broadcasting live — each mistake is immediately evident and irrevocable — but with doing so on a new platform with no precedent for successful brand involvement.

St–Germain knew that its 25- to 34-year-old audience of digitally native ‘bon vivants’ were devoted to their technologies and could not be lured away. The brand needed to deliver an experience which couldn’t be ignored, straight to their devices. So the campaign took to the airwaves of Periscope, a live-video mobile platform that deletes all content 24 hours after it streams. This enticed the audience to slow down, tune in, and experience a fleeting moment of beauty — before it was gone forever. Since Periscope was untested leading up to Peep Show’s launch, near-weekly conversations with Twitter helped forge the creation of a never-been-done experience which totally reimagined how people viewed the Periscope platform. Even the higher-ups at Twitter were astounded by the subsequent results.

Peep Show was a passion project made by a team of powerful women for a technologically and culturally savvy audience. At once beautiful, touching and empowering, the work celebrates feminity and the effectiveness of creativity. The work champions the belief that women of different ethnicities and body types should be represented within the imagery that permeates our culture.

St–Germain, a French elderflower liqueur from Bacardi, has never waivered in their support of these values.

The audience of 25- to 34-year-old, digitally native ‘bon vivants’ is devoted to their technologies, making it nearly impossible to lure them away. The objective was to deliver an experience which could not be ignored, straight to their devices.