We worked with Wrangler and a virtual clothing retailer to create digital versions of items from Wrangler’s catalogue for PlayStation Home. We managed internal 3D artists, contractors and outsourced production, along with client liaison and advertising.
Sony announced Wrangler’s first Home collection in May 2012: ten pieces, including denim for male and female avatars, available through the VEEMEE and Threads stores. The announcement also set out plans for further releases. Subsequent Home updates recorded additional Wrangler clothing, establishing a continuing presence for the brand on the platform.
For people using Home, these were clothes for their virtual selves. For the production team, the work involved translating an existing clothing catalogue into 3D items and coordinating the people responsible for delivering them. Our role connected that production work with the client relationship and the promotion of the releases.
Wrangler was part of our wider experience of branded content in virtual worlds. We also managed seasonal clothing and a storefront for Billabong, alongside work on Audi’s interactive spaces.
Further reading: Sony’s Wrangler launch announcement, May 2012 and September 2012 collection update.