Immersive experience studio Clever Fox has launched a Facebook AR Effect for seminal recording artists Devo while their AR apparel label, semiFamous, goes into Beta.
[Los Angeles, CA, September 26th, 2018] Clever Fox, known for their VR and AR experiences in the genre entertainment and music spaces, has entered the Facebook AR scene with two compelling projects.
Released today on Devo's official Facebook page, Clever Fox created the artists' first entry into augmented reality with a camera effect based on their iconic energy dome headwear. Recently, the world has been paying close attention to Devo. Their June performance, featuring Portlandia's Fred Armisen on drums, was a highlight of Oakland's Burger Boogaloo. In August, Vice's Noisey published a massive retrospective article on the influential band. Clever Fox is proud to create an AR effect that their fan community is excited about.
Music isn't the only place where Clever Fox is taking opportunities with Facebook's augmented reality platform. This week also marks the soft launch of their apparel label semiFamous which features original designs augmented by Facebook's AR camera.
"What we do at Clever Fox is always about entertaining people," says chief creative officer Dekker Dreyer. "Whether it's seeing something we made being enjoyed by fellow fans of Devo or making clothes we want to wear, it all starts with a sense of fun. We're not the first artists to put forward augmented apparel, but we have a unique style and voice. Our sensibilities are what makes us different. Right now we're testing the waters, but we're running it like a streetwear boutique. It's design-driven. The AR should be something fun and extra that comes with the product, not the only reason to buy it."
Clever Fox is also partnering with artists from outside of immersive media to create unique apparel designs at semiFamous. The first released design from an outside collaborator is a pair of colorful leggings emblazoned with a yowling cartoon cat (http://semifamous.wtf/collections/augmented-reality/products/yowl-leggings-1). The design is by illustrator Emmet Helen known widely for cover art on Oni Press's Rick and Morty comics. This type of partnership is indicative of how Clever Fox wants to grow the semiFamous brand.
How does it work? Each purchase of an AR store item will be delivered with a design-specific URL for Facebook's camera platform, showcasing the secret augmentations.
"We couldn't have done this last year," says Clever Fox partner Julia Howe. "We've wanted to do something like this for a long time, but getting people to download a new app is an uphill battle. With Facebook's AR platform we're already installed on most smartphones. As AR continues to grow the experience of sharing content will continue to improve. Each platform has a strength and right now Facebook is the best place for us to launch this kind of experiment."
Devo's AR Facebook Camera effect is available now on their official page (http://www.facebook.com/fbcameraeffects/tryit/2508415019176206/), semiFamous apparel is available on their beta site at (http://www.semifamous.wtf).
Clever Fox is a Los Angeles-based production company focused on digital and immersive storytelling. Founded in 2015, their clients include Disney, Warner Bros, Hallmark, and Digital Domain. www.cleverfox.media
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