The Camo Collective
Dew has a deep heritage in camo and outdoors, in the more traditional use on packaging and now has modernized and extended the reach of camo to a new audience, evolving the print to further expand its relevance to the street-wear culture for DEW Nation’s class of the future. Through an immersive experience at ComplexCon, there was an opportunity for Dew to own the universal story of camo, highlighting its past, present and future in a way that’s never been done before.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
To promote Camo Out, Dew’s wearable tech line with VFILES & PepsiCo Creator, the brand launched an experience titled “The Camo Collective.” Inside, guests saw the evolution of camo through art from its original function for concealment to a tool to express style. Also inside was a first-of-its-kind interactive augmented reality ‘CamoFlector,’ that used mirrors equipped with hologram-AR technology to be virtually outfitted with the Camo Out patterns and immersed into a virtual music video.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
November 5-6, 2016 at ComplexCon, Long Beach Convention Center in California
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
Mountain Dew, PepsiCo, Creator, ComplexCon, Camoflector, Wearables, Camouflage, VFILES
We were pushed due to the tight-timelines of developing and progressing wearable technology. There were challenges developing the right technology and making sure the innovative wearable was functional and priced at a cost that DEW consumers would find appealing. This marked the first year of ComplexCon; we did not know what to expect in terms of audience and prime locations for foot traffic. We needed to find the right piece of content for ComplexCon that was not only engaging, but worthy of sharing for all demographics at the event – from fashion shows and video games, we landed on music videos.
TEAM MEMBERS (1) :