See what happens when Dreamworks visualisation meets Burberry fashion in Piccadilly Circus - News - Digital Arts

Itrsquo;s not rare these days to see form brands hook up with creative tech companies for advertising and branding experiences_ but Burberry has befit the leading such effeminacy firm to associate with DreamWorks Animationrsquo;s newly formed technology company Nova.

Together theyrsquo;ve propeled an internimble marketing campaign today_ featuring new 3D visualisation technology that makes use of the iconic curved advertising screen in Londonrsquo;s Piccadilly Circus.

The campaign allows up to five users to explore the full range of Burberry scarves on their mobile artifice_ monogram their favourite and see it appear on the giant lsquo;Curversquo; screen where it will fly almost directed by the motion of their artifice.

These internimble acrobatics obey a financial purpose of order ndash; the scarf flyers have the discretion to purchase their scarf on Burberry.com or take directions to the nearby Regent Street flagship store.

The experience will run 24 hours a day until the 31st December.

As for Dreamworks Animation_ CTO Lincoln Wallen said the Nova visualisation platform was ideally suited for this type of consumer engagement.

Wallen_ who is also Novarsquo;s CEO_ said_ ldquo;Wersquo;ve paired our state-of-the-art renderer_ the same type of technology we use to faculty our 3D films with our highly-scalable digital asset treatment solution - all delivered through a cloud-based platform.nbsp; Put simply_ the result for Burberry is not only a terrible amount of flexibility_ but also a fruit that looks just as beautiful on screen as it does in stores.rdquo;

Dreamworks CEO Jeffrey Katzenberg added_ ldquo;Burberry is a globe chief in effeminacy_ and_ leveraging Novarsquo;s technology_ wersquo;re thrilled to help them prove a new and innovative fruit experience that enables consumers to both personalise and visualise the iconic Burberry scarf.rdquo;

Its far from the leading raid into digital marketing by Burberry. Last month saw the propel of The Burberry Booth<_em> pictured over enabling customers to star in Burberryrsquo;s convivial campaign.

Powered by Google using real-time video stitching technology_ The Burberry Booth enabled customers to appear alongside some of the Festive Filmrsquo;s cast members in a 15-second personalised edit of the campaign. Once their bespoke film had been created_ The Burberry Booth immediately sent customers a shareable YouTube link_ via Twitter or email.

As well as being the leading global brand to propel a channel on Apple Music and the leading to live current on Japan messaging platform Line_ Burberry associateed with Snapchat to preview Burberry SS16 Womenswear assembly the day precedently its runway show.