Tommy Hilfiger commissioned The Endless Co. to activate product packaging with augmented reality.

As part of the “Unlock the Holiday” campaign, Tommy Hilfiger created gift sets for four fragrances: Tommy Boy, Tommy Girl, Tommy Impact, and Tommy Impact Intense.

The Tommy art team designed the gift sets with custom pixelated artwork. A printed QR code in the corner enabled customers to scan the box and reach an augmented reality microsite.

When customers point their WebAR camera at a gift set, the pixels levitate from the surface of the box. The pixels come together like pieces of a 3D puzzle, revealing the shape of the fragrance bottle within.

The experience was built and hosted online via the 8th Wall platform. 8th Wall is the global leader in WebAR, empowering brands to deploy bespoke augmented reality experiences at scale — without the need for an app download.

The animations were created in Houdini and optimized to run on mobile devices, fitting within the file size framework of 8th Wall’s web-based platform.

All four AR animations were featured as part of Tommy Hilfiger’s 2021 holiday campaign: available both in-store and at-home. During the holiday season, the AR experience was activated over 20,000 times.