Napapijri Future Tees

INSIGHT
Hype has a formula: mystery, scarcity, access, bragging rights.

IDEA
We turned a T shirt drop into something you had to unlock.

Future Tees was an AR powered Napapijri capsule that came alive through your phone. Each tee carried hidden digital layers, while the launch was built like a social treasure hunt. Slow reveals, cryptic teasers, Kojey Radical, a face filter, a countdown hub and only 150 pieces available.

To get in line, you had to play.

RESULTS
15,000 website visits, 30.446 impressions, 63.411 Napapijri Instagram profile visits, 8 million total users reached

Future Tees can be activated using only your smartphone’s camera, launching an AR experience that brings the design to life.

 The t-shirt activates a web AR experience we created, using cutting edge image target tracking to anchor the experience to the tee. All the user has to do is point their phone’s camera at the t-shirt. Hidden in the design of the t-shirt is a QR code which launched the framework, making it accessible to everyone without the need to download any additional applications.