The Internet, Herself

Client: Equinix

On behalf of Equinix, the world’s leading digital infrastructure company, we launched a bold campaign to raise awareness of its critical role in everyday life by connecting with culture through fashion. The campaign centred around a couture garment made from 3.6km of wiring and bolts from Equinix data centres, created by designer Maximilian Raynor.

Through strategic media outreach and creative storytelling, the campaign broke out of tech media into tastemaker titles like Vogue and Elle, generating 89 media hits across 18 countries, 3.14M potential views, and a showcase at London Fashion Week - successfully redefining the visibility of digital infrastructure.