Story image

Burberry wraps up Dooh campaign with Dreamworks

18 Dec 15

Iconic British brand, Burberry, has partners with Dreamworks Animation’s new technology company Nova to launch what it says is the first ‘interactive luxury marketing campaign using new 3D techology’.

Using Nova’s media visualisation platform, Burberry has designed a new digital out of home experience, featuring computer-generated versions of its iconic heritage scarf, which visitors to London’s Piccadily Circus’s can personalise and ‘play’ with on the Curve screen.

Up to five users can explore the range of Burberry scarves on their mobile device, monogram their favourite and then see it appear on the giant screen where flies around, directed by the motion of their mobile device.

The scarves can then be purchased online or at the nearest store.

Lincoln Wallen, Dreamworks Animation chief technology officer and Nova chief executive, says the company paired its state-of-the-art renderer – the same type of technology as used to power 3D films – with its digital asset management solution, all delivered through a cloud based platform.

“The result for Burberry is not only a tremendous amount of flexibility, but also a product that looks just as beautiful on screen as it does in stores,” Wallen says.

The festive scarves video plays constantly on the screen to invite users to connect and play, with users provided with a website address to take part using their mobile device.

The experience runs until 31 December.

HPE promotes 'circular economy' for end-of-use tech
HPE is planning to show businesses worldwide that throwing old tech and assets into landfill is not the best option when it comes to end-of-use disposal.
This could be the future of ridesharing
When you hear the words ‘driverless vehicle technology’, the company Bosch may not immediately spring to mind.
2019 threat landscape predictions - Proofpoint
Proofpoint researchers have looked ahead at the trends and events likely to shape the threat landscape in the year to come.
InternetNZ welcomes Govt's 99.8% broadband coverage plan
The additional coverage will roll out over the next four years as part of the Rural Broadband Initiative phase two/Mobile Black Spots Fund (RBI2/MBSF) programme expansion.
Commerce Commission report shows fibre is hot on the heels of copper
The report shows that as of 30 September 2018 there were 668,850 households and businesses connected to fibre, an increase of 45% from 2017.
Dr Ryan Ko steps down as head of Cybersecurity Researchers of Waikato
Dr Ko is off to Australia to become the University of Queensland’s UQ Cyber Security chair and director.
Businesses in APAC are ahead of the global digital transformation game
“And it’s more about people and culture - about change management - along with investing in the technology.”
HubSpot announces fund for 'customer first' startups
HubSpot is pouring US$30 million (NZ$40 million) into a new fund to support startups that demonstrate ‘customer first’ approach of not only growing bigger, but growing better.