Blowing hot and cold in this in-store VR experience to promote CK’s new thermoregulating jeans

Responsibilities

• ROLE: Lead Producer

• CLIENT: PVH / Calvin Klein

• PRODUCTION: MediaMonks

The work

To promote Calvin Klein’s exclusive thermoregulating 37.5 jeans, we fashioned a VR activation allowing shoppers to see the technology in action. The experience transports people to an atmospheric 3D environment where floating particles follow their movements in 3 temperature states: cold, hot and balanced. Over an ambient soundscape, a voiceover describes how the technology works and feels. Upon exiting, people could capture and share a heatmap-selfie to complete the experience. The activation launched in CK stores across Asia within just 8 weeks from creation, making it the hottest jeans installation that also keeps you cool.