The Drum Awards for Marketing - Entry Deadline

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By Minda Smiley | Reporter

July 22, 2015 | 1 min read

Brooklyn-based prototype company Breakfast has unveiled the ‘F21 Thread Screen’ to help promote retailer Forever 21’s back-to-school campaign, which will use more than 6,000 spools of thread to display Instagram photos that use the hashtag ‘#F21ThreadScreen.’

Breakfast has spent the past year and a half working on the 2,000-pound machine, which will stream live online 24 hours a day from 22-28 July.

Users will receive a video of their Instagrams being displayed on the screen.

The machine is made up of more than 200,000 total parts – about eight times what goes into a car, according to Breakfast.

It uses 36 different colors and nearly seven miles of threaded fabric to re-create the images on-screen.

The above video features a portrait of The Drum's editor at large, Dave Birss being recreated using the device.

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