Burberry wraps up Dooh campaign with Dreamworks

Iconic British brand, Burberry, has partners with Dreamworks Animation's new technology company Nova to launch what it says is the first 'interactive luxury marketing campaign using new 3D techology'.

Using Nova's media visualisation platform, Burberry has designed a new digital out of home experience, featuring computer-generated versions of its iconic heritage scarf, which visitors to London's Piccadily Circus's can personalise and 'play' with on the Curve screen.

Up to five users can explore the range of Burberry scarves on their mobile device, monogram their favourite and then see it appear on the giant screen where flies around, directed by the motion of their mobile device.

The scarves can then be purchased online or at the nearest store.

Lincoln Wallen, Dreamworks Animation chief technology officer and Nova chief executive, says the company paired its state-of-the-art renderer – the same type of technology as used to power 3D films – with its digital asset management solution, all delivered through a cloud based platform.

"The result for Burberry is not only a tremendous amount of flexibility, but also a product that looks just as beautiful on screen as it does in stores," Wallen says.

The festive scarves video plays constantly on the screen to invite users to connect and play, with users provided with a website address to take part using their mobile device.

The experience runs until 31 December.