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Lars Bjurman

lars@larsbjurman.com

H&M X Kangol

Category
Integrated campaign
Customer
H&M
Date
August, 2020
Location
Stockholm, Sweden

A user generated music video, leveraged by Augmented Reality and powered by Instagram.

In summer 2020, H&M launched their design colab with iconic street brand Kangol and partnered up with upcoming artist Mabel to tap into the new generation of fans. To activate this campaign and engage the target audience we created a series of Augmented Reality filters for instagram. When all 6 filters were used they came together as a short music video featuring yourself in a series of 15 second clips using captivating AR specific effects.

  • 6 Unique AR filters
  • Game Design
  • Launched on Instagram
  • 23 markets
  • Creative Development
  • Feasabiity assessment
  • Technical Supervision
  • Rapid Prototyping
The AR filters used different approaches to take advantage of the technology in a way that fitted the brand world and the visual expressions of the campaign. We used segmentation effects to change backdrops with kaleidoscope prism effects and classic “trance tunnels” One filter was a car driving mini game controlled by your head movements. Another filter was a hat catching challenge where you are supposed to catch classic Kangol bucket hats with your head.
My role in the development of the campaign was to support the team by technical direction, creative feedback. Additionally I did hands-on rapid prototyping to explore and in an agile process refine and define the ideas for the filters. In parallel I led the discussions with Meta’s Spark AR stakeholders to ensure that the ideas were not crossing any content policy red tapes and followed technical requirements. Lastly I led the production of the final filters using Meta’s Spark AR platform, leading the in-house development team and working as a hub in between the VFX partner, motion designer and the dev team. Also supporting and guiding our producer in the quality and policy assessments for Meta’s platform as well as the actual deployment and verification to Meta.
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