HUGO fragrances makes use of head-tracking technology with new interactive video


Hugo Boss has created an interactive video experience for the launch of its new men’s HUGO Just Different fragrance.

Based on the idea of seeing things through new angles and perspectives, the video – called Kino – uses real-time head-tracking technology to let the user take control.

As you turn your head from left to right, your webcam switches between three different stories that are seamlessly integrated together under the headings of ‘movie’, ‘story’ and ‘theatrical’.

For those without webcam capability, it also works by using your mouse keys.

It was directed by video artist and filmmaker Marco Brambilla.

The TV ad campaign for the fragrance, meanwhile, features musician and actor Jared Leto.

“The idea of the campaign is about turning things on their head. It’s about new perspectives, exploring new territories and eventually going on a journey and finding out something about yourself,” he said.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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