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10th May 2021
Three's 5G volumetric Adwoa Aboah wins Campaign Tech Award

We're proud to have picked up another award for Three UK's futuristic London Fashion Week campaign, which saw Adwoa Aboah watch a volumetric video version of herself walk down the catwalk.

The global fashion first was named Best Tech as Part of a Campaign: Consumer Goods at the Campaign Tech Awards, which recognise the industry’s trailblazing thinkers, imaginative brands and cutting-edge technology.

Three celebrates 5G mobile roll out with a global fashion first at London Fashion Week

To launch Three's 5G mobile network, the brand showcased how 5G could transform the fashion show at LFW. Using its partnership with Central Saint Martins, and working with Pretty Green PR and director Connie Harrison, Three created the world's first multi-sensory fashion show and a volumetric video, augmented reality version of supermodel Adwoa Aboah. This enabled Aboah to sit on the FROW and watch herself walk down the runway via a 5G handset.

The AR model of Aboah was then made available to anyone through an 8th Wall webAR link that was publicised by the supermodel and on Three's social channels, transforming everyday environments into a fashion show via phones, democratising the whole experience.

The future of fashion

The Three 5G campaign at London Fashion Week in February 2020 laid the foundations for the fashion industry to fully embrace volumetric video as a solution for powering sartorial experiences during a year of lockdowns.

In December, Balenciaga launched one of the biggest volumetric video projects ever undertaken in the much talked about video game Afterworld: The Age of Tomorrow. With 50 looks captured on Dimension and MRMC’s mobile volumetric capture truck, the Polymotion Stage, the avant-garde fashion brand used digital humans to show their Fall 2021 collection. In the game, running in web-browser, players are able to explore the looks, with the freedom to view from all angles.

Earlier this year, H&M used volumetric video in an imaginative, pioneering and artful manner to celebrate the launch of its H&M x Simone Rocha collection. Art, fashion and iconic figures - from Helena Bonham Carter to Kaia Gerber - were into invited guests’ homes through augmented reality technology, activated by scanning QR codes in a stunning pop-up book of paintings by Faye Wei Wei, mailed out around the world.

With volumetric video able to authentically capture people, garments and their detailed movement, the solution is powering evermore creative campaigns that spark customer engagement, action or drive sales.

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