Want to see yourself in thread? This is some of the most imaginative marketing I've seen in a long time. The prototype company Breakfast has created an insanely complex billboard made up of spools of colored thread. 6,400 spools, to be exact, with 36 different colors that can mechanically create any Instagram image that is tagged appropriately with the hashtag #F21ThreadScreen. And clothing company, Forever 21, will display your image on their billboard for the world to see for free! Yes, you heard me right. You can have your image displayed in 60 x 60 pixels for the world's eyes. That's nearly 5 bit glory.
This nifty bit of engineering came from the creative minds at Breakfast, a Brooklyn based company, that has become known for their innovative use of hardware to build installation pieces for Instagram. So what is this contraption? It's 2,000 pounds of mechanical genius that's made up of 6,400 spools of colored thread and 200,000 parts. There's over 6 miles of total thread and when you take into account soldering joints and such, it takes that parts count up to over 600,000. To say that this thing is complex is really an understatement. Just look at the breakdown of a sliver of the machine in the image below.
If you want to see your Instagram images built on the Forever 21 Thread Screen live, simply mark your image with the hashtag #F21ThreadScreen and hop on over to the official live Thread Screen page to watch it happen. But hurry, this campaign will only last from now until July 28th.
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