Augmented Reality Dress

Client: EE / Bafta
Agency: Poke London
Production Company: UNIT9

EE wanted to showcase the power of their 5G capabilities in a way that was both innovative and entertaining at the 2020 EE BAFTAs. They achieved this by creating an unforgettable red carpet moment that seamlessly blended fashion and technology through a unique AR-powered experience.

Partnering with red carpet host Maya Jama and fashion designer Richard Malone, UNIT9 brought this vision to life by crafting a one-of-a-kind dress that could transform using augmented reality.

As Maya Jama made her entrance, the dress transformed in AR as viewers looked through the smartphones positioned along the red carpet. It changed from powder blue to teal and came to life, swirling around Jama in an intricate, dramatic fashion.

This activation pushed the boundaries of blending fashion with technology. Hidden within the dress’s six layers were 12 full body-length wires and 18 sensor bulbs, which worked with RedSpy and stYpe Follower tracking systems. The tracking data was processed in Unity to generate real-time fabric animations, as Jama performed a choreographed routine and greeted BAFTA guests.

As the lead producer on the project, I was responsible for overseeing the entire production process, ensuring smooth collaboration between the creative, technical, hardware and fashion designer teams. My role involved managing the development and integration of the AR technology, coordinating with the designer to align the dress's physical and digital transformations, and ensuring the real-time animations functioned seamlessly on-site. I also worked closely with the third-party hardware team to troubleshoot any issues and therefore ensure the activation delivered a strong experience for both the red carpet audience and those engaging with the AR through their smartphones.