A campaign to create noise in the UK market. We designed, developed, and released a limited edition AR t-shirt with Kojey Radical to promote Napapijri’s Futureware collection.
2020 The Drum Awards Winner :
2020 Awwwards : Honors
2020 The Shorty Awards
Finalist : Creative use of technology
Future Tees can be activated using only your smartphone’s camera, launching a web AR experience that brings the design to life. All the user has to do is point their phone’s camera at the t-shirt.
We established the collection by slowly revealing the design of the t-shirt, its digital features, and the inspiration behind it. We took our audience with us, on the t-shirts journey; teasing the drop in phases and pushing assets at relevant times before launch.
The result was to maximize exclusivity and 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.