American Eagle came to us to create a memorable interactive experience to launch American Eagle’s Rock to School fashion campaign at their new flagship store in the heart of Times Square.
What We Did:
We started with a customized photo booth. Using computer-vision technology, our cameras captured facial details from three angles at once, dynamically generating the illusion of a 180-degree view. Why the attention to detail? These kids were about to star in their own music video.
We filmed young musicians from the School of Rock wearing special masks fitted with reference markers to track their movement and positions. Their faces were then extracted from the video to be replaced by shoppers’ faces in-store.
Up to five people could be featured in one video, and kids could share their creation with friends and family via e-mail, Facebook, or Twitter through a custom iPad app located in several places throughout the store.
Of course, every rock star needs a stage, and we happened to be in the middle of the busiest intersection in the world. Not only did the kids get to see their rock videos at center stage inside the store, they also got their 45 seconds of fame on the store’s four-story digital screen, which could be seen anywhere in Times Square.
77kids had shoppers lined up out the door to take part in the project, and the videos caught the attention of thousands of passersby every day. In a crowded marketplace, we found a way to make the shopping experience as rad as the product itself.