Forever 21: "Forever fresh" Kampagne 2010

Interactive Times Square Billboard: Augmented reality with 50-Foot Models

– Client: Forever21 (http://www.forever21.com)
– Agency: Space150, New York/ L.A./ Mineapolis (http://www.space150.com/)
– Launch: June 2010
– Vimeo-Video: http://vimeo.com/12855619
– Vimeo-Video («Behind the scenes»): http://vimeo.com/15057256
– see also: http://www.space150.com/work/case-studies/forever-21

Forever 21’s Interactive Times Square Billboard

Communications agency Space150 recently unveiled an interactive billboard in New York’s Times Square. The 61-foot digital billboard, designed for the Forever 21 brand, features virtual models who interact with the crowd; sometimes taking a Polaroid photo of the crowd and showing it to them, or picking up an individual from the crowd and turning him into a frog by a kiss or dropping him into a shopping bag.
The agency used high-tech surveillance equipment and computer vision technology to identify and map people and allow the computer to form a real-time image of people in the crowd. The billboard also shows live on-screen feed of twitter messages from fans of Forever 21.
Posted by: http://www.psfk.com/

50-Foot Models Invade Times Square Billboard With Polaroids And Kisses

Giant model steps over Times Square crowd, snaps Polaroid, shows close-up, leaves. Repeat. Nice little augmented reality billboard cycle you’ve got there, Forever 21. Oh! Except for when she picks someone up and waves them around. That part’s different.
The billboard, designed by Space150, certainly seems to owe a major debt Chris O’Shea’s Hand From Above, which appeared last fall in Liverpool, England. And there is, in fact, some controversy* over proper credit being due, etc.
All that aside, there’s no denying that Space150 has come up with an incredibly fun concept. Give me an AR billboard that recognizes colors (in the form of Forever 21 bags), that holds a magnifying glass up to the crowd, that even gives out a kiss from a giantess now and again, over pretty much any other ad I’ve seen lately. Except maybe the one that smells like meat. [Fast Company]
Posted by Brian Barret of Gizmodo (http://gizmodo.com/)

*For the controversy over artistic credit sharing:
http://www.fastcompany.com/1664669/times-square-billboard-touches-off-controversy-over-artistic-credit-sharing