The Camo Collective: A Revolutionary Blend of Art and Technology

PepsiCo Creator's Innovative Marketing Approach Wins Golden A' Design Award

The Camo Collective was inspired by Dew's deep heritage in camo and outdoors. The design team at PepsiCo Creator saw an opportunity to modernize and extend the reach of camo to a new audience, evolving the print to further expand its relevance to the street-wear culture. The project aimed to own the universal story of camo, highlighting its past, present, and future in a way that’s never been done before.

The unique properties of this design lie in its immersive experience. To promote Camo Out, Dew’s wearable tech line with VFILES & PepsiCo Creator, the brand launched an experience titled “The Camo Collective.” Inside, guests saw the evolution of camo through art from its original function for concealment to a tool to express style. The centerpiece was a first-of-its-kind interactive augmented reality ‘CamoFlector,’ that used mirrors equipped with hologram-AR technology to virtually outfit guests with the Camo Out patterns and immerse them into a virtual music video.

The project was not without its challenges. The tight-timelines of developing and progressing wearable technology pushed the team to their limits. They had to develop the right technology and ensure the innovative wearable was functional and priced at a cost that DEW consumers would find appealing. Furthermore, this marked the first year of ComplexCon; the team did not know what to expect in terms of audience and prime locations for foot traffic. They needed to find the right piece of content for ComplexCon that was not only engaging, but worthy of sharing for all demographics at the event.

Despite these challenges, The Camo Collective was a resounding success. The project was awarded the Golden in A' Advertising, Marketing and Communication Design Award in 2017. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

The Camo Collective serves as a shining example of how art, design, and technology can come together to create a unique and engaging experience. It is a testament to the power of innovative thinking and the potential of wearable technology in the world of marketing and design.