Calvin Klein: 37.5 Jeans Activation - VR Recording
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2019. PVH
To promote Calvin Klein’s exclusive thermoregulating 37.5 jeans, we fashioned a VR activation allowing shoppers to see the technology in action. The experience transports people to an atmospheric 3D environment where floating particles follow their movements in 3 temperature states: cold, hot and balanced. Over an ambient soundscape, a voiceover describes how the technology works and feels. Upon exiting, people could capture and share a heatmap-selfie to complete the experience. The activation launched in CK stores across Asia within just 8 weeks from creation, making it the hottest jeans installation that also keeps you cool.
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