In the film, Sarah Jessica Parker becomes a dance conductor who turns the ritual of putting on a bra into a craze called the Intimissimi bra twist. Each step – the Strap, the Hook, the Fit, the Twist – is performed by a series of bra-clad models who achieve their most comfortable and perfect fit.
In the accompanying augmented reality experience, powered by 8th Wall’s Web AR technology, lingerie-lovers can mix and match from a selection of 40 bras and five AR avatar characters – including a 3D avatar version of Sarah Jessica Parker – to explore a range of different looks, with the chosen character performing Intimissimi’s ‘Bra Twist’ dance in an animation loop.
By clicking a link online or scanning a QR code, users can access Intimissimi’s AR Bra Twist experience directly in their mobile browser, no need to download an app. Developed by Spark Lab, the AR experience links to the Intimissimi online store for more information and to purchase. Want to dance with an AR Sarah Jessica Parker? The whole experience can be captured and shared on social.
The new campaign brings to life Intimissimi’s central brand message – that every woman has her own personal style and the right bra should reflect it, while also ensuring perfect comfort from the perfect fit – in a warm and relatable way that is encapsulated by SJP’s wide-ranging appeal and New York sassiness.
Sarah Jessica Parker has been brand ambassador for Intimissimi since 2018.
Credit