French brand Coperni has released its first video campaign for Spring/Summer 2021, created using extended reality technologies usually deployed in the gaming industry. The campaign is made in an immersive space using exciting Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) tech.
Collaborating with the gaming software company, Unreal Engine, the fashion brand has curated an animated 3D world to be ‘played’ in real-time on a quad-diamond-corner screen to enable the users to immerse themselves in an exciting new digital environment. The XR technology used for this campaign was first spotted in Star Wars’ smash series, the Mandalorian, essentially combining real-world and virtual environments and realities.
The video has been directed by the music video directors for Pharrell Williams,’ and Dua Lipa’s We Are From LA and was shot in Paris at the country’s first XR studio, created by Julien Collect and Pierre Guy-Costanzo.
The Spring/Summer 2021 campaign reminds of the show on the rooftop of the Montparnasse Tower in Paris as it features the characters interacting with each other on top of a building. It draws inspiration from the workers on skyscrapers in New York in the 1930s, as the XR technology encapsulates the viewer watching the city lights from above.
Coperni’s Spring/Summer 2021 film was unveiled on May 3 on Coperni’s Instagram account and wwww.coperniparis.fr.
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