UNIQLO has launched a new global campaign for its flagship model HEATTECH functional underwear. Inspired by HEATTECH’s moisture and heat-absorbing technology, the campaign uses ‘ThermoArt,’ the world’s first real-time digital art that transforms thermography to a new form of dynamic expression.
With body temperature being an early detection measure for COVID-19, thermographic images now universally evoke negative and bleak sentiment. Using this insight, the team decided to use human body temperature in real-time to create content that warms the mind and body, while showcasing the core appeal of HEATTECH, keeping you warm from your own heat and conveying the importance of staying safe and warm during winter.
Artists including interactive designer and programmer Daito Manabe, visual artist Raven Kwok, and singer, songwriter and music producer Akini Jing collaborated on the campaign. The campaign brings the message of ‘We Stay Warm Together’ to a world facing a challenging winter amidst the ongoing global pandemic.
The technology uses three cameras, a color camera that captures real-life images, a thermo camera that detects infrared radiation energy, and a depth camera that measures the distance between objects. The infrared radiation energy of the subject and the motion of the subject are analyzed and visual graphics are generated in real time from the heat distribution data of the human body’s temperature.
Daito Manabe, Rhizomatiks Artist/Interaction Designer/Programmer/DJ, said: “The data captured by a thermocam is usually just tasteless infrared radiation energy and temperature, which is often used as a check for measuring body temperature. However, by not only sensing the data, but also using it as material for creating dynamic and playful graphics, the act of measuring body temperature has changed into something truly exciting.”
The integrated campaign also features behind-the-scenes footage of the renowned artists experimenting with the technology, and an Instagram AR filter for people to experience the ThermoArt using their own smartphone.