Clearly handsfree
Ideation | Art direction | Creative direction | Earned | Emerging tech | Experience design
Clear is an anti-dandruff shampoo that positioned itself as “the future of scalp care”.
The brand wanted an innovative activation and earned experience to bring their campaign to life and drive home the “no hands” “no scratching” messaging of the brand.
I liked the idea of creating a visual “no hands” engagement. A way for people to control something without actually touching it.
With the help of motion detection camera and an Arduino we were able to build just that. The result? An old arcade claw machine that was entirely gesture-controlled
I called in the help of creative technologist, Wezside to help us make this “minority report”-styled arcade machine a reality.
We replaced the traditional joystick and push button with a 3D sensor camera (Asus Xtion Pro), which translates your movement into 3D coordinates.
The C++ application interprets these coordinates and sends messages via an Arduino micro-controller to move the claw in various directions and to trigger the downward grab.
In order to play, a specific Twitter hashtag or Facebook Page Like is required by the user. The key incorporation of social in the user experience made sure the brand was exposed to more than just the player standing in front of the machine.
To quote our developer: “Whilst not a true hack in the strictest of terms, it does tap into a convergent technology experience. The experience of nostalgia while using current familiar tech to manipulate something from the yonder years, is a powerful and wonderful feedback mechanism to any user. It's the same feeling when controlling anything physical using a very familiar virtual interface.”
