‘Our lookbook has brought together the latest collection from H&M with the latest in volumetric capture technology, creating a magical moment where the clothes and A-list celebrities leaped off the page and into augmented reality.’
‘This project was a very special one. Not only were we able to connect two different words – the physical and the digital – but we also blended two creative disciplines – art and fashion. Using AR and volumetric capture, we transformed Faye Wei Wei’s beautiful paintings into 3D popup backdrops for characters to dance, sing and play against, showcasing H&M’s new collection.’
The background
We used our technical expertise to help Gainsbury and Whiting create an immersive mobile experience to launch the designer collection collaboration between H&M and Simone Rocha.
The execution
With creative direction from Gainsbury and Whiting, we elevated a physical lookbook by using augmented reality to bring the pages to life and showcase the new clothing range.
Working with our friends at Dimension Studio, we used volumetric capture to create incredibly lifelike 3D holograms of a cast of talented actors, musicians, models and creatives. Each painted scene in the physical book has its own theme and unique AR marker. When scanned with a phone, the AR characters spring out of the book’s pages, dancing, posing and making music while wearing Rocha’s limited-edition new H&M collection.
We built the experience using 8th Wall, a web-based image recognition software. The CG elements were well integrated in terms of both animation and style. We prioritised making a clean UI that was almost invisible to the user, ensuring the experience itself was the centre of attention.
The results
With photo & video capture built in within the WebAR microsite, the beautiful content was so Instagrammable that photos and videos of the AR figures twirling on the pop-up pages instantly spread across social channels.
The AR lookbook also has a pretty cool accolade – it has the most volumetrically captured assets in any single experience, ever. We loved having the exciting opportunity to technically facilitate this creative project that offers a magical moment of escapism, and we can’t wait to see how digital innovation will continue to shape the future of fashion.
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Release Date
2021-03-09
