When we launched ACU in 2024, it was with a belief that consultancy, creativity, and production shouldn’t move in silos, but in sync.

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ClientH&M
Year2025
RoleDigital Amplification
ProjectH&M&MARLON

Background

H&M partnered with us to define and articulate the brand story for their global fashion show during London Fashion Week. The objectives were to drive organic reach, spark cultural conversation and introduce a bold new format for digital amplification.

Fashion shows have traditionally been for the 1%. Our ambition was to reimagine the experience for the 99%.

Solution

We designed and led a high-impact viral activation rooted in new media behavior and cultural fluency. At the center was a four-hour livestream led by Twitch streamer Marlon, designed as both entertainment and distribution engine. We embedded the H&M fashion show directly into the broadcast and seeded cultural easter eggs throughout; optimizing the stream for clipability, discovery and organic spread across platforms.

The defining moment came through a strategically orchestrated surprise: Marlon, seated front row beside talents such as Central Cee and Lily Chee, stepped onto the runway as a model mid-stream.​

The reaction from the audience, the chat and the internet was instant. Throughout the stream, we strategically integrated additional talent moments to maximize clipping, reach and cultural velocity, while maintaining consistent H&M brand cues to ensure the stunt remained unmistakably anchored to the brand from start to finish.

Results

200M+ in organic views from top-performing UGC across TikTok, Instagram and X.

The result was not only a win for H&M but also a pivotal inflection point in Marlon’s trajectory. By anchoring the integration in cultural authenticity, the execution transformed his participation from a moment of visibility into a strategic catalyst for long-term relevance.

This demonstrates how the right partnership can amplify both brand and talent in tandem.​