Meta x Fendi
2022
BUCK crafted two Meta Spark AR experiences paying homage to Fendi’s Roman birthplace while celebrating the launch of their FW22 collection hero sneaker, the Fendi Faster.
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Style Frame
Animated Previs
Masterpiece by Fendi
Masterpiece by Fendi is an innovative AR effect geo-activated in Rome in front of the Palazzo della Civiltà Italiana, home of Fendi's headquarters.
This experience is a tribute to Fendi’s deep connection with Rome and the classical arts and invites people to try their hand at sculpture. Modern Michelangelos shape a virtual block of stone from which the Fendi Faster sneakers take shape: a new masterpiece.
To seamlessly blend our virtual materials with the actual headquarters, BUCK poured over reference images matching the color and texture of the onsite travertine and marble stone.
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Style Frame
Final AR Effect
Faster by Fendi
Faster by Fendi is a scalable AR experience available for Stories and Reels on both Facebook and Instagram worldwide. Meta Spark’s hand and planar tracking capabilities allow people to have an interactive experience where they dig for hidden treasure (the Faster shoe) right under their feet!
These shoes look REAL
Fendi expected high visual fidelity, and BUCK delivered. We were meticulous with replicating the IRL shoe textures in our AR shoe. The same was true for the roughly-hewn marble version of the shoe. We wanted it to look as if a master sculptor had chipped it out of stone before magically transforming it into a digital replica.
BUCK
Group Creative Director
Evan Boehm
Michelle Higa Fox
Executive Producer
Ryan McGrath
Creative Director
Jeni Wamberg
Philip Sierzega
Associate Creative Director
Joyce N. Ho
Senior Producers
Jamey Kitchens
Joseph Coleman
Rebecca Park
Art Director
Helena Dong
Director of Creative Technology
Cameron Browning
Brand Strategist
Tina Surelia
CG Supervisor
Justin Wilcott
Lead Creative Technologist
Haolin Fang
Kirin Robinson
Copywriting
Audrey Kang
Storyboard
Kejun Zhao
Tristyn Pease
Design
Clara Bacou
Irmak Semiz
Joao Lavieri
Johana Kroft
Vini Nascimiento
Wesley Chen
Modeling
Rui Huang
3D Animation
Carlos Moran Villanueva
Terence Ginja-Martinho
Conform Artist
Michael Dwass
Agency
Creative Strategist, Creative Shop
Cristina Baccelli
Program Manager, Spark AR Ecosystems
Matthew Gillikin
Strategic Partner Manager, Spark AR Ecosystems
Alina Savu
Project Manager, Creative Shop
Emma Saunders
Creative Technologist, Spark AR
Jerzy Pilch
Program Manager, Spark AR Ecosystems
Sophie Ye
