Work ASOS — Urban Tour

Freeze the action, click on a dancer, find out what he's wearing and buy it.

The work

FWA Site Of The Day
  • Image

  • Site walkthrough

  • Interface & clickable hotspots

  • Interface & clickable hotspots

  • Interface & clickable hotspots

  • clicking hotspot takes you to product page & extra content

  • clicking hotspot takes you to product page & extra content

  • Each city published its own content on an ASOS Urban Tour blog

  • Film Stills

  • Film Stills

  • Film Stills

  • Film Stills

  • Film Stills

  • 14

  • 15

The thinking

For the launch of ASOS' new menswear line, we created one of our most technically ambitious projects yet: a site to showcase niche trends from around the world, with immersive interactivity and e-commerce baked in using a hybrid of HTML and Flash technologies.

ASOS, a large online retail brand, approached BBH London to launch their first own-brand line of menswear. BBH's insight was that young men look to fashion on the street for inspiration; they asked us to create a site that showcased interesting, up-and-coming trends from around the world as high-quality film and editorial content, high impact interactivity and blog-style editorial content into a fully shoppable launch microsite, that worked on an iPad.

The core of the site is an interactive film experience that shows some of the best young street dancers from around the world filmed on location in London, with a handheld camera. While they dance, the user can stop time to find out more about them and their clothes, and can browse size and colour information, adding the items to their basket. Interacting with the dancers stops the music, and they move through a moment in time to tease the user to see information about them and the garments.

Working closely with director Sebastian Strasser, we protoyped the technique that would allow us to move seamlessly from a handheld camera shot into a shot out of time, where everyone but the main protganost is paused. We had to create a tool try the effect out, and then work closely with MPC to figure out the exact details of how to make the transition between the shots look seamless.

A slimmed-down version of the Flash experience was built from scratch for the iPad; it doesn't have the frozen moments but still allows the full e-commerce experience.

http://urbantour.bartleboglehegarty.com/urban-tour/

Honours

  • Gold/Design/Online Digital DesignCannes
  • Bronze/Cyber/Craft/Music & Sound DesignCannes
  • Bronze/Cyber/Best VideoCannes
  • Best Use of Video or Moving ImageWebby Awards
  • Best IntegratedBritish Arrows
  • Site Of The DayFWA

Credits

Take the Urban Tour