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About This Project
Summary
In the wake of the controversial hijab bans at the Paris 2024 Olympics, we developed an interactive AR experience with Modest Activewear brand Lara Active, to shine a light on this issue of secularism & advocate for women’s freedom of expression. Creating an AR model of France’s Marianne statue, an iconic symbol of freedom & equality, we transformed her Phrygian cap into a Hijab; allowing users to see her in their own environment & choose whether to try on the 'Phryjab' themselves - or not
Goals & Objectives
In September 2023, the French Sports Minister declared that Paris 2024 Olympic athletes would not be allowed to wear hijabs. We wanted to hijack global interest in the Olympics to spotlight the ongoing debate around this issue of secularism & advocate for this underrepresented community.
Results & Impact
The Phyrjab AR experience aims to foster understanding & empathy by allowing people to learn & engage with this complex issue in a way that highlights the importance of choice. This has resonated with audiences reaching over 5k plays to date, generating press & TV coverage across MENA & the UK.
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