To hype SoBe’s range of delicious flavors, Firstborn dug in and showed a new side of SoBe for the duration of SXSWi 2011. Called “Try Your New Look,” kiosks with facial recognition software let users try out various hairstyles, facial hair and other accessories to experiment with what fit them best. Some of the looks were animated in a playful way. It all goes back to the mantra, “Try Everything. Find Yours.”
The technology – perfected in house at Firstborn – drew fans from all around Austin. The software recognized and tracked to a face so each look would fit like a charm. First, a user selected their new look by viewing a gallery or pressing a button to cycle through. Once satisfied, the user then recorded a 5-second video of them showing off the realistic new hairstyle or mustache. They then saved videos of themselves to a share page, which they could access with a unique URL or QR code, to share with friends across social media.
Marking the second year of a SoBe SXSWi tent, 2011 was bigger and more popular than 2010. There were 5,396 looks selected in 5 days, with the Share page being opened 1,459 times. The groovy Afro was the most popular, followed by the Oktoberfest character and then attractive Miss Austin. Thousands of SoBe fans found a new side of themselves in sunny Austin.
Associate Creative Director : Dave Snyder / Art Director : Leigh Whipday / Designer : Marcus Schaefer / Copywriter : Anna Edwards / Director of Technology : Francis Turmel / Lead Developer : Dofl Yun(me) / Backend Developer : Jarad DeLorenzo / 3D Artist : Shushan Xu, Hee Sun Kim / Animator : Akash Sheladia / Studio Producer : Will Russell / Producer : Jackie Backer / Executive Producer : Crystinue Cho
Marketing Analyst : Yale Zeller / Assistant Brand Manager, SoBe : Rami Jabaji / Sr. Manager, Digital : Jason Thalappillil / Director, SoBe : Andrew Katz
W3 / Gold / Food & Bev