Case Study
Film
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CLIENT: Arc'teryx
AGENCY: Monks
ROLE: Creative Director
During Chinese New Year, people wish each other protection. Yet, in today's digital China, these blessings often feel impersonal. For the 2024 Year of the Dragon, we partnered with Arc'teryx to create a truly personal blessing.
Our idea was to generate a unique dragon scale, a powerful symbol of protection, based on each user's palm scan. This biometric signature created a direct link to the rough, worn hands of a climber, rooting the entire experience in the brand's core identity.
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The experience began with users scanning their palm to collect unique biometric data. This data was then fed into a custom AI model, which had been trained on a library of rich mountain visuals and Arc'teryx's own brand patterns. The AI interpreted the palm scan to generate a hyper-personalized dragon scale blessing. This unique scale could then be shared on social media, offering a more meaningful and individual way to celebrate the new year.
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Storytelling Introduction
Palm Scanning and Dragons Scale Generation
Unique Wallpaper Blessing
Share with Friends
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The power of the AI model was its ability to create infinite variations. Each palm scan, with its unique lines and textures, provided a different creative seed. The AI then blended this personal data with its training in mountain visuals and brand patterns, ensuring that no two dragon scales were ever alike. This process gave every user a truly one-of-a-kind piece of art, making their blessing for the year completely personal.
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