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Vogue Met Gala IG Activation Transforms Celebrities Into Works of Art
- Friday, May. 20, 2022
For the fourth year running, NYC-based post production studio Modern Post has teamed up with renowned director Bardia Zeinali to cut the official Vogue Instagram activation at the 2022 Met Gala, celebrating the art at the heart of this year’s theme: “In America: An Anthology of Fashion.” Having transformed the iconic event’s red carpet into truly memorable and elevated cinematic experiences for Vogue--including a viral clip from 2021 with Timothée Chalamet dancing with a drum line--Bardia once again unites a flair of alluring tenacity with timeless elegance to the 2022 Met Gala Vogue coverage. This year’s activation included stylized red carpet vignettes from some of the event’s most talked-about attendees, including Anna Wintour, Rihanna, Billie Eilish, Lizzo, Cardi B, Bad Bunny, Blake Lively, Naomi Campbell, Hayley Bieber, Stormzy, Tom Ford, Gwen Stefani, Jared Leto, Kourtney Kardashian & Travis Barker, Quannah Potts, Jon Batiste, Precious Lee, Sydney Sweeney and Rosalía.
To up the ante for 2022, the stylized red carpet vignettes were elevated with real-time compositing to transport the celebrity gala attendees into some of the iconic pieces of artwork within the historic NYC art museum. The Modern Post team collaborated closely with Bardia and teams at ProdN, Company 3, The Mill and Premiere Music Group to bring together the videos for the activation. This year’s innovative approach will bring the focus back to the art and the Museum, seamlessly fusing craft and technology to fully immerse the celebrity attendees into the masterpieces the gala celebrates.
Modern Post leveraged its collective approach to tackle the accelerated timeline of this project, with a team of 10 to work onsite at The Met, cutting in real-time to allow for a steady stream of content from the iconic event to reach Vogue Instagram fans in the days following the gala. The Modern Post team arrives at The Met at 5 pm on the day of the gala, immediately getting to work cutting footage as it is being received in real-time until the Museum’s final closing time at 2 am. The work begins again the following day when the team returns for the 9 am opening and continues to cut until the day’s end, supplying an ongoing flow of Instagram content for fans buzzing about the looks from earlier in the week.
The Met Gala benefit provides The Costume Institute with its primary source of annual funding for exhibitions, publications, acquisitions, operations, and capital improvements.
With an established working relationship with Bardia gleaned from not only the past three Met Gala Vogue collaborations but also through extensive campaigns over the years for clients such as Calvin Klein, Nike and MAC, Modern Post brings a creative shorthand to the process that allows for seamless communication in such a condensed timeline.