GLASSES.COM: GLASSES.COM FOR IPAD

Credits & Description:

Type of entry: Creative Use Of Technology
Category: Augmented Mobile Experience
Advertiser: GLASSES.COM
Product/Service: EYEWEAR RETAIL
Agency: GLASSES.COM Draper, USA
Client: GLASSES.COM
Product: EYEWEAR RETAIL
Entrant: GLASSES.COM Draper, USA
Type of Entry: Creative Use Of Technology
Category: Augmented Mobile Experience
Entrant Company : GLASSES.COM Draper, USA
Advertising Agency : GLASSES.COM Draper, USA
Ceo/Technology Lead/Project Visionary: Jonathan Coon (Glasses.com)
Executive Creative Director/Interactive Designer/Graphic Design: Bruce Christy (Glasses.com)
Design Team: Matt Scherer (Axis 41)
Design Team: Spencer Burgess (Axis 41)
Creative Execution:
Implementation was launched through television advertising, Apple iAd network, Facebook and CRM emails. The New York Times, CBS Morning News, USA Today, Mashable, Gizmodo and RealSimple.com featured the app which bolstered the success of the iPad app.
The response of the end product was incredible. The 2013 TED conference invited us to present the technology on their main stage and allowed a launch demo booth in the lobby which wowed the tech-elite. Apple featured the project on the App Store on version 1.0 which is rare. Edmund McCormack (iAd Sales Apple, Inc.) reported that Glasses for iPad was their most successful retailer app download campaign in iAd history both in terms of downloads (800,000 to date) and cost per click. Likewise, Facebook informed us that the cost per install was the lowest they, too, had ever seen which is testimony that a fresh idea with sophisticated design does break through.
As an online player, the Glasses.com for iPad set out to solve the yet formidable problem of virtually viewing eyeglasses on a consumers own face. An attention to detail was mandated from the beginning to produce an exceptionally realistic, stylish, and high-quality brand experience. This app would enable a consumer to try on glasses, share & poll their friends and family on social media, and purchase their eyeglasses and sunglasses in one interactive experience.
There were many challenges with such an ambitious project. The virtually rendered video frames had to incorporate a full inventory of 3D modeled eyeglasses placed upon an on-the-fly custom generated model of the users face. Reflections, lighting, shading, and complex occlusion masks (i.e. the part of the eyeglasses not visible behind the nose as the face turns etc.) all had to be synchronously implemented to produce a cinema-class experience.