Coperni harnesses Star Wars tech in new marketing campaign
Revolutionary French label Coperni, launches its cutting-edge XR digital marketing campaign ‘Able to Care’
French label Coperni is frequently harnessing the progressive intersection between vogue and expertise. Final yr, it honed in on the posh world’s captivation with gaming, launching ‘Coperni Summer season Camp,’ a collection of interactive puzzles on its Instagram. The launch was a social media observe as much as ‘Copernize your Life’, a wormhole-like collection of Instagram profiles that led customers deeper and deeper into its model DNA. The model’s equipment additionally allude to our ever-increasing relationship with the digital world, named the Wifi, Swipe and App. For spring it additionally created C+, an anti-bacterial material proof against each rain and UV rays.
AR (Augmented Actuality) and VR (Digital Actuality) have been utilised by manufacturers over the previous yr, eager to carry on-line animation to collections seen at residence from a pc display screen. However XR (Prolonged Actuality) is the technological star of Coperni’s newest S/S 2021 marketing campaign video. ‘Able to Care’ is a dizzying spectacle which hones within the huge skyline of an imagined metropolis, and incorporates each digital and bodily actuality. The expertise – which permits a viewer to work together with a digital house as if it have been actual – was first used within the Star Wars’ The Mandalorian collection (2019).
Dive into Coperni’s leading edge marketing campaign
Making of Coperni’s ‘Able to Care’ S/S 2021 marketing campaign
‘Able to Care’ charts a collection of associates who convene on the dizzyingly excessive beam of a constructing, the place they dance, kiss within the rain and smoke, in opposition to a vertigo-inducing backdrop. Coperni founders Sébastien Meyer and Arnaud Vaillant enlisted music video administrators, We Are From LA, to direct the model’s cutting-edge marketing campaign, who’ve additionally labored with Pharrell Williams and Dua Lipa. The movie was created in Paris, within the first XR studio in France, opened by Julien Gather and Pierre Man-Costanzo.
Coperni harnessed a number of various digital applied sciences to craft its 3D city world. This contains Unreal Engine, a gaming software program, and TouchDesigner, a visible language instrument, and stYpe Pink Eye digicam monitoring applied sciences, making certain a digicam’s motion is mapped to the content material on an LED display screen after which extending to create a 360-degree house. Get able to dive into its dizzying world. §