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Vitasnella: The Perfect Woman

MONOGRID contributed in creative part in this project where UNIT9 partnered with Vitasnella, one of Italy’s most popular water brands, to create a live experiment using real-time projection mapping. The project, “The Perfect Woman,” promoted Vitasnella’s philosophy of living a natural life by spotlighting our often grotesque expectations of women’s bodies.

The live experiment was conducted among eight, randomly selected men and women from Milan. After examining the plus size model in front of them, each of the panel members – all of different ages, working in a variety of disciplines, representing the general Italian population – were asked to adjust the model’s “problem zones” using UNIT9’s ipad app, developed specifically for the project. Individuals used a control slider to augment the model’s cheeks, legs and torso until she had their ideal female face and body. Other potential alterations included enlarging her eyes, making her cheekbones more prominent, and changing the shape of her nose, mouth, bottom and breasts.

The body modifications were then projected back onto the model to show how her artificially augmented body distorted her image. It also drew attention to peoples’ different perceptions of what it means to be beautiful. A 3D scan and a newly developed head tracking system enabled the tech team to capture head and body movements in real time in order to create shockingly realistic illusions. We filmed the eight men and women taking part in the experiment behind the scenes to ensure that those viewing the project knew it was not staged.



Credits


  • Production Company

    UNIT9

  • Agency

    SAATCHI & SAATCHI

  • Creative Director

    Francesco Bernabei

  • Brand

    Vitasnella

  • Project Link
    HERE
  • Technologies

    Projection, Unity

  • Platforms

    Desktop, Mobile, Tablet, Web

  • Release Date

    09-03-2015




MONOGRID S.r.l.

Via IX Febbraio 7
50129 Florence, IT
VAT ID 06640500481
Cap. Soc. 10.000,00 €