THE AR DIGITAL DRESS

Brief

To create a photo moment on the red carpet of the Baftas with EE’s newly launched 5G & AR technology at the heart of it.

The Idea

The world at the moment is conscious with the world of sustainability and another red carpet event which revolved around fast fashion is a time long gone. The idea was to create a digital couture dress which evolves and lives with the person who wears it in real time using 5G and seen through AR lenses on devices in real time. We got Maya Jama to wear it throughout the night as she hosted the show, keeping the tech and the spectacle at the forefront of the red carpet.

THE ACTIVATION

Digital garments are already creating a storm in the fashion world and gathering millions of views and likes on social. We thought why not use use EE’s cutting edge 5G and AR tech to create our own for the audience and the red carpet walkers to interact with.