Napapijri wanted to make noise around its Futurewear collection in the UK. Rather than launch another limited edition T shirt, I created one that changed when you looked at it through your phone.

Made with Kojey Radical, FutureTees used web AR to bring the artwork to life directly through the camera. No app. No extra hardware. Point your phone at the shirt and the physical design opened into a digital experience.

The launch revealed itself in layers too. The design, technology and story were teased in stages before the drop. To join the queue for one of only 150 tees, people used the FutureTees face filter, shared it to their Story and tagged Napapijri. The product, the campaign and the way people got access all carried the same idea.