Chopova Lowena: A 3D & AR-Driven Campaign Proposal
About the Project
Building on my dissertation insights, this project presents a 3D and AR-integrated campaign proposal for Chopova Lowena, an emerging luxury brand known for its punk-inspired, rebellious aesthetic and use of deadstock textiles. The campaign aims to translate the brand’s identity into immersive digital experiences, reinforcing its distinct character while engaging Gen Z consumers.
Key Campaign Features
3D Animation Video
A teaser campaign for Chopova Lowena’s upcoming collection, featuring signature elements like carabiners and tartan skirts animated in an urban setting to reflect the brand’s bold identity. Instead of merely showcasing products, the video is designed to embody the brand’s essence, capturing its playful playful rebellion and individuality.
To be launched on Instagram and TikTok.
Created using Blender.
AR TikTok Filter – "Giant Carabiner in the Sky"
An interactive AR filter where users point their camera at the sky to reveal a giant floating carabiner, a signature element of the brand. This AR experience is crafted to captivate viewers and build anticipation for the collection.
To be launched on Instagram and TikTok.
Created using Effect House.
AR TikTok Filter – "Which Chopova Lowena Skirt Are You?"
A personality-based filter that matches users with a Chopova Lowena skirt design based on their style preferences.
Encourages user-generated content, driving traffic to Chopova Lowena’s TikTok page and e-commerce platform.
To be launched on Instagram and TikTok.
Created using Effect House.
Strategic Impact & Recommendations for Luxury Fashion Brands
The research findings and campaign proposal demonstrate that 3D and AR technologies offer significant opportunities for luxury brands to:
Reinforce brand identity through interactive digital storytelling.
Enhance consumer engagement by creating immersive and shareable content.
Utilize platform-specific strategies for Gen Z engagement, prioritizing TikTok and Instagram.
Integrate emotional and cognitive engagement strategies to build stronger consumer-brand relationships.
By implementing 3D and AR-driven marketing strategies, luxury brands can differentiate themselves in a competitive digital landscape, create memorable brand experiences, and drive deeper connections with Generation Z consumers.
This study underscores the necessity for luxury brands to embrace innovative digital storytelling and explore the transformative potential of immersive technologies to maintain relevance in an evolving digital-first fashion industry.
