DIESEL x OMM
A global AR experience launching Diesel’s new sneaker, the "Prototype Sneaker".
DISCOVER THE 'PROTOTYPE'
In celebration of Glenn Martens' debut footwear design as Diesel's Creative Director, OMM used their expertise in Augmented Reality to increase brand awareness for the global launch of the Prototype Sneaker.
A GLOBAL TAKEOVER
The key aim of the initiative was to create hype around the pre-release of the Prototype Sneaker and encourage consumers to head down to Diesel stores in Amsterdam, Stockholm, Turin and various locations across North America including New York, LA, Miami and Atlanta.
Taking part in the experience would enable users to win access to an exclusive launch party, alongside presale of the sneaker.
Consumers discovered the shoe by scanning QR codes on posters in key areas of each city. The AR animation focused on the UFO-like design of the shoe, imagining it appearing from a giant portal over the skyline of each city. The Prototype Sneaker would descend from the portal, defying gravity with parts of the shoe swirling around it. It would then reconstruct itself, build up energy and shoot back up into the portal.
Our Creative, Motion and Dev departments devised the AR animation to work directly using a phone’s native AR player - meaning no need to download an additional app.
We created the Prototype Sneaker's brand design system, including its look and feel from scratch. Collateral around the campaign included VIP Invites, emailers, OOH posters and social media posts. The social media posts for each region included stills, video and swipeable stories.
SNAPS WORTH SHARING
Users were encouraged to take photos and videos of the AR 'Prototype' (as one might a UFO) and share them on social media. The microsite we created took users to a map which they could follow to make their way to their nearest Diesel store.