8th Wall Blog
Simone Rocha x H&M Launches a theatrical WebAR pop-up book with British painter Faye Wei Wei
First of Its kind storybook experience features Holograms of famous actors including Helena Bonham-Carter, Kaia Gerber and Francesca Hayward.
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To celebrate the launch of the highly-anticipated Simone Rocha x H&M collection, AR-activated pop-up books featuring the works of renowned painter Faye Wei Wei were created that immerse the audience in a magical world. Upon scanning a QR code, each storybook becomes a miniature theater for an all-star cast of actors dressed in the collection, performing whimsical scenes.
Pint-sized versions of a talented cast of actors including Helena Bonham-Carter, Kaia Gerber and Francesca Hayward twirl, play the cello, and lounge against the backdrop of Faye Wei Wei’s fantastical artwork.
The magical WebAR experience was created by agency Gainsbury & Whiting in collaboration with UNIT9 together with Dimension and Metastage, who recorded volumetric video captures of the actors to transform them into 3D holograms. Powered by 8th Wall technology, the web-based augmented reality experience can be immediately activated by any smartphone, with no app to download.
The Simone Rocha x H&M fashion line launched on hm.com on March 11th.
Read more about the Simone Rocha x H&M WebAR experience in Vogue.