Givenchy Parfums celebrates the magic of the festive season by entering the world of augmented reality for the first time. The House called on New York-based artist Shane Fu, known for his experiential works blending virtual graphic elements with the reality of the urban landscape. The company gave him carte blanche to design an original 3D object that explores the imaginary world of the holiday season.
Three videos shot in Shanghai, Paris and Moscow showcase this digital creation, freely inspired by Givenchy beauty codes, which adds a new fairytale dimension to each city’s decor.
The brand’s emblematic logo, the 4G, appears at the center of a suspended snowy ball, enhanced by a moving ribbon in 3 shades evoking both the world of the brand’s holiday digital campaign and its star fragrances, L’Interdit and Irrésistible.
Givenchy Parfums also asked Shane Fu to propose an Instagram filter, so that everyone could let the enchantment of this 3D creation emerge in the open setting of their choice.
Blending virtual creation and real-world beauty, innovation and holiday magic, the three videos and Instagram filter have been available since December 15 on the brand’s Instagram account @givenchybeauty.
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