Fayola Douglas
Apr 1, 2021

Digital agency Dept creates limited edition AR puffer jacket in Snapchat

The initiative uses NFTs and Snapchat body-tracking to showcase the value of digital ownership and virtual goods.

Dept: puffer jackets are available to try-on in via Snapchat
Dept: puffer jackets are available to try-on in via Snapchat

Digital agency Dept has created an augmented reality puffer jacket, making use of non-fungible tokens (NFTs) and Snapchat's full body-tracking tool, in an initiative to help brands better understand the value of virtual fashion and goods, while highlighting the burgeoning trend for digital ownership.

A limited number of NFT virtual puffer jackets are available to try-on in AR on Snapchat. Designed by Dept-owned marketing technology agency, Byte, the "gravity-defying" 3D jacket features bold, bright animations of Dept's logo. Byte was bought by Dept in February 2021

Using Snapchat's full body-tracking tool, Byte also created an AR lens so that the jacket's buyers can post clips of themselves to the platform wearing the limited edition item while on the move.

NFTs allow people to buy and sell ownership of unique digital items and keep track of who owns them using the blockchain. Dept created its NFTs on NFT Showroom, a digital art marketplace built on the Hive blockchain. When someone buys one of the Dept NFTs they will own a video render of the jacket, and be able to unlock the Lens Studio design files.

The virtual puffer and Snapchat lens are available to buy as part of Dept's ongoing Dept Apparel monthly drop, which offers the agency's global workforce streetwear from sustainable fabrics, recycled materials, dead-stock and vintage items.

Isabel Perry, director of technology, Byte, said: "Social media users have been hungry for virtual fashion and goods for some time now, a trend that ramped up during the pandemic. And now that Snapchat has released its new body-tracking tool, people are better able to showcase their virtual items across social platforms.

"What's more, after Beeple's Everydays: The First 5,000 Days artwork auctioned at Christie's as an NFT worth $69 million, it's clear that NFT-powered digital ownership is something brands need to start thinking about. So we wanted to use the next Dept Apparel drop to unite these trends as a way of powerfully showcasing the future of shoppable AR."

Campaign UK

Related Articles

Just Published

3 hours ago

Subway taps new agencies across five Asia markets

PHD will replace MediaCom and Mindshare for media duties in Singapore, Malaysia and Taiwan, as new agencies win integrated pitches in China and South Korea.

3 hours ago

Digital Media Awards winners revealed

See the full winner list, including the Grand Prix awards, campaign awards in the media and product-sector sections, the digital media owners awards, and the people/company awards.

4 hours ago

Ethical considerations in influencer marketing

Just because Asia is somewhat of a grey area when it comes to ethical guidelines, that doesn't mean brands shouldn't use due caution when working with influencers, writes a senior influencer marketing manager at MediaMonks.

7 hours ago

UM's consultancy focus helps offset new business slump

AGENCY REPORT CARD: Rapid deployment of new tools solved pressing issues for pandemic-struck clients. Was this enough to recoup a smaller year of new business?