Napapijri Future Tees
that time we made an Augmented Reality T-Shirt collection…
Future Tees can be activated using only your smartphone’s camera, launching an AR experience that brings the design to life.
The t-shirt activates a web AR experience we created, using cutting edge image target tracking to anchor the experience to the tee. All the user has to do is point their phone’s camera at the t-shirt. Hidden in the design of the t-shirt is a QR code which launched the framework, making it accessible to everyone without the need to download any additional applications.
The result was to maximise exclusivity, and, drawing back to our definition of hype, amplify the mystery. We used social media to subvert the classic hype drops: to secure a place in the queue for 1 of only 150 tees, followers had to use the Future Tees Spark AR Face Filter, and share it on their stories, tagging Napapijri.
We established the collection by slowly revealing the design of the t-shirt, its digital features and the inspiration behind it. In doing so, we took our audience with us, on the t-shirts journey; teasing the drop in phases and pushing assets at relevant times before launch on both Napapijri and on Kojey’s Instagram, Twitter and Facebook channels. Our first hero film announced the partnership, establishing the aesthetic of the campaign and Kojey Radical’s contribution. The following film, dived deeper into the product story, and championed Kojey’s inspiration and the design journey, showing his concept slowly coming to life using tech. Our third act was the final reveal - a demonstration of the T-Shirt’s AR function, which showed how it works and the experience as it unfolds.
Not content with digital content, for maximum hype, we also used digital out-of-home around key areas in London.
With this cross-channel integrated approach, we created a Future Tees website; a campaign hub, where we could access all our comms as well as get information about the drop.
https://www.napapijri.co.uk/futuretees
Here, we slowly seeded teasers of our assets and provided drop information and details about the mechanics of it. We also created a drop countdown, reminding people how much time they had left to enter the drop.