OVERVIEW
Cyril create highly effective and memorable brand moments, leveraging cutting-edge virtual and augmented reality technology and pushing boundaries with narrative driven content. His international projects often merge digital and physical environments. Cyril specializes in immersive experience design, combining a compelling narrative, top-notch video content & the latest in digital technology to create augmented spaces that will invite the audience into a world they’ve never known before.
TOMMY HILFIGER X JASMIN AVATAR
Cyril Guyot was appointed by Tommy Hilfiger and EWG to lead the Creative Director for Tommy Hilfiger’s novel fashion avatars, in which supermodel Jasmine Sanders was captured in 3D and fully recreated digitally. This new venture between Tommy Hilfiger and Elite World Group brought virtual-commerce, virtual content and events, and hyper-realistic avatars to the forefront of the industry. The project was produced by ArtSide in partnership with Builder’s Club in London, and directed by Cyril Guyot.
We created a CGI film using Jasmine Sanders' virtual avatar, walking a surreal runway world. The aim behind the film was to transport viewers into a fantasy version of Jasmine's world. The audience follows her photorealistic avatar dressed in Tommy Hilfiger sportswear through various scenes based around the ideas of urban, architecture, and fantasy.
THE MADDENVERSE BY STEVE MADDEN
In partnership with STEVE MADDEN, Cyril Guyot created “The Maddenverse”– a first of its kind, digital avatar experience with 5 virtual talent as the face of a global Steve Madden campaign. Together they reimagined the iconic 90s “Big Heads” campaign and brought it into the virtual age. The campaign included unique features to bring shoppers deeper into The Maddenverse experience such as interactive Instagram filters, AR shoe try-on features and hyper-detailed product videos.
Wanting to bring customers into the “Maddenverse,” we created five Instagram effects that transform fans into the campaign avatars. By enlarging the user’s head and sampling their skin tone to update the bodies of the avatars in real-time, Steve Madden fans are transformed into their very own “Big Head Girl.” In one week, the filters had generated over 675,000 impressions and 17,900 uses. The campaign also included unique features to bring shoppers deeper into The Maddenverse experience such as interactive, AR shoe try-on features and hyper-detailed product videos.
THE MADDENWOOD BY STEVE MADDEN
The latest campaign of the American shoes and fashion accessories brand, Steve Madden, is an invitation to meet the stars of MADDENWOOD, an alternate reality where dreams come true. Giving Lo-Fi 90’s vibes and featuring influencers: Chloe Cherry, Bella Poarch and Latto, the video clip of the campaign opens with an audition of the girls for the roles of Paloma (Chloe), Fantsie (Bella) and Cypress (Latto).
For this campaign, the client wanted to use augmented reality without having their customers go through an app. We introduced them to the Niantic 8th Wall WebAR solution, a technology that enables access to rich augmented reality experiences directly from a mobile web browser. The campaign's creatives were undoubtedly eye-catching though we had to build them for the desired placement: in-store print displays and storefront posters. Understanding how customers engage with the brand using this time, a print placement, allowed us to optimise the assets to best suit the context.
A rich set of 3D and 2D assets were collected, assembled and adapted to trigger real-size animation through image tracking, here a QR code, in respect of processing power and data bandwidth. Displayed in three major US cities, New York, Los Angeles and Atlanta (coming soon to Europe), the augmented posters allowed customers to unlock three virtual doors to the MADDENWOOD.
