Fashionretailer Pacsun has launched its 2022 Spring/Summer Brand Campaign, featuring style Icon and entrepreneur, Emma Chamberlain, and themed around looking toward the future and the dream of escapism. The campaign features augmented reality (AR) and virtual reality (VR) experiences via the campaign video, which will be streamed across all social channels and eCommerce, store windows, and Pacsun.com. The campaign also includes the launch of the brand’s first video game.
The AR experience stars Emma Chamberlain as her own personal avatar, the first time she has appeared as her digital self in a digital world. The experience takes consumers through the Spring/Summer campaign, and launches on 17 February.
“I just did not expect AR to just thrive in the fashion world like it has, and it’s crazy because it happened so fast but yet it’s so genius in so many ways,” Chamberlain said. “AR can literally do anything that a human can’t do, so there is just even more room for creativity that there wasn’t before. It’s cool that Pacsun is evolving with the culture, better than I am, and it is fun to be part of that evolution.”
Pacsun’s debut video game, Pacsun the Game’, is available now via the relaunched Pacsun App in the App Store. In the game, players can explore underwater worlds and join Pacsun’s guide Puck in search of underwater coral and resources to unlock new levels and underwater worlds guarded by an underwater serpent. Once gamers master all of Puck’s abilities, they will unlock levels and be rewarded with pieces to build their own Pacsun the Game closets.
Featured in the video and released under the campaign is an assortment of all new styles across denim, shorts, swimwear and more. A preview of styles will also be showcased in a shoppable Live Stream experience hosted by Chamberlain later this afternoon. The experience will be available to view here as well as on TikTok. This will be Pacsun’s first shoppable Live Stream experience on the TikTok platform.