INTEGRATED _ 2022
Hope United
Reactive Kit design
As our beloved athletes were competing on the global stage during the Euros, we though it was the perfect moment to talk about what is happening in the shadows of social media. The type of continuous abuse our players are exposed to and the psychological and physical impact this is having on them.
Reactive shirt
We creative an iconic shirt fir the hope united team that delivered a powerful message. A shirt unique to each player, were created using a specially developed generative art application that converts statistical data about online hate speech into a mosaic of patterns and colour.
A Reactive tool
This virtual fashion has the potential to be a living organism that continuously serves as a live reflection of what online sentiments an athlete is exposed to. Through augmented reality we can have our athletes wear their virtual shirts during press conferences, post match interviews and other public appearances to give the audience a real-time insight into what our fabulous athletes are exposed to online during specific matches or tournaments.
Not her probelm
The kit featured in the wider Hope United campaign across TV, OOH and socials. Each player repping their own personalised kit whilst looking like a team.
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