In a city where the climate changes every hour, J.CREW wanted to find a communication solution that adapts to the changing moods of the weather. The idea is very simple: make advertising posters connected in real time to a weather application.

A camera installed in the structure of the panel captures the background of the decor in which the poster is installed. In addition to this video capture, certain elements are added. First, real-time weather infographics, then models that have been filmed on a green screen to extract the alpha layer.
- If the infographics on the poster indicate that it is going to rain, a model animated in video will present you the rainwear from the J.Crew collection.
- If the infographics on the poster indicate that it is going to be very hot and humid, another model will present you the lighter linen clothing as well as accessories such as sunglasses or hats from the latest collection.
The fact that the background behind the panel is captured in live video accentuates this impression of experiencing the action in real time.

A campaign adapting to the vagaries of the weather in real time to present the new J.Crew collection.