Portugal – Underwear expert Maison Pixel has joined forces with creative agency Atlantic New York to create undies that turn bums into screens. The technology consists of a specially designed Instagram filter compatible with all iOS and Android devices that can activate the undergarment’s chroma-key colour. Any content can then be projected on a green screen derrière.
A study from the General Social Survey claiming that 26% of American adults did not have sex at all in 2021 inspired the project. With rising phone usage and binge-watching in bed reducing couples’ libido, Maison Pixel wanted to create a new kind of watching experience by bringing partners closer together. The campaign shows how simple it could be to watch a baseball game, a western or the Moon landing on a partner’s backside.
In Isolated Intimacy, we previously analysed how new services similar to Maison Pixel’s tongue-in-cheek green screen underwear redefine the meaning of intimacy in a post-pandemic world.
Augmented reality (AR) filters represent multiple brand opportunities when combined with a green screen. Consider how your packaging, store or mailing could include a chroma-key colour inviting customers to join a phygital experience via an exclusive branded AR filter