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Total Immersion built on Dior’s traditional TV and print campaign by introducing a complimentary AR experience that took the company into the digital realm.
The new perfume, Miss Dior Cherie Eau de Toilette, was launched with a television commercial directed by Sofia Coppola and a print campaign featuring British photographer Tim Walker. Total Immersion provided a luminous Augmented Reality experience, triggered when any of the print ads were exposed to a webcam, creating a virtual pop-up book that brought the imaginative and visually rich television ad to life.