H&M x Natalia Lacunza

Client / H&M
Role / Art Direction, SM strategy
Agency / Wildbytes

H&M wanted to launch their new Crush by collection and asked us to create an impactful digital experience to lead the virtual revolution in the fashion world. We created an out-of-scale AR experience to present the new H&M collection featuring Natalia Lacunza’s first AR show, a collab between the fashion brand and the artist. To make it happen we captured a volumetric video of Natalia to create her 3D avatar, and designed a visual world inspired by the collection’s patterns. With all these elements we created the “Crush by H&M” app, where users could enjoy the show wherever they where.