Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive - Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive - Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive - Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive - Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive - Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive - Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive - Art Director - Executive Creative Director - Multimedia Director - Digital Activation - Innovative Technology - Storytelling - Filmmaker - XR Extended Reality - Unreal / Unity Game Engine - New Business - Pitch - Proactive -

JCREW HK

FIRST WEATHER AD

In a city where the weather changes every hour, J.Crew connects its billboards to local weather in real time.

A camera installed within the billboard's structure captures the surrounding backdrop, reinforcing the impression of watching the action live. Real-time weather graphics trigger the appearance of models filmed against green screen, who automatically present the collection pieces suited to the current conditions. Rain forecast: the waterproof collection appears. Heat and humidity: lightweight fabrics and sun accessories take over. This fully automated system also adjusts the colours and outfit combinations shown according to the day's light intensity, maximising the relevance of the ad message at every moment. This responsiveness turns a simple static billboard into a genuine living shop window, able to converse with its immediate surroundings. The device alone becomes the best possible demonstration of the J.Crew collection's adaptability, with no message ever repeating two days running.

A campaign that adapts to the whims of the weather in real time, turning every change in climate into a sales opportunity for the new J.Crew collection. The weather becomes a sales argument in its own right. A device that turns every weather bulletin into an extra sales opportunity.

ROLE

•   Creative Direction
•   Art Direction
•   Animation
•   Design
•   UX
•   UI




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