#BOTD
May 2022
Client: Singapore Tourism Board
Client: Singapore Tourism Board
How do we establish Singapore’s less discovered precincts as attractive travel destinations through a roving exhibit at trade shows around the world?
“To collect photographs is to collect the world."
So we thought, why not build a unique connection between them and Singapore?
Introducing #BOTD (Background of the Day). Whether you’re a lover of clashing prints or a 90s minimalist queen, our interactive AI photo booth will match your outfit to a unique spot for your ultimate #travelgoals shot. The perfect backdrop to amplify your personal style and a booth that turns every corner of Singapore into an instagrammable spot.
You will receive a keepsake portrait with your matched background so you can visit it IRL one day.
Notes:
The project was due to launch in 2020 but had to be postponed due to the impact of COVID on trade shows/events. It only managed to launch 2 years later after my departure from TBWA, hence I was unable to document the project at its launch. #BOTD has since travelled to United States, Barcelona, Hong Kong, etc.
Tourists love snapping photographs to confirm their connection to places.
Susan Sontag once wrote:
So we thought, why not build a unique connection between them and Singapore?
Introducing #BOTD (Background of the Day). Whether you’re a lover of clashing prints or a 90s minimalist queen, our interactive AI photo booth will match your outfit to a unique spot for your ultimate #travelgoals shot. The perfect backdrop to amplify your personal style and a booth that turns every corner of Singapore into an instagrammable spot.
You will receive a keepsake portrait with your matched background so you can visit it IRL one day.
Notes:
The project was due to launch in 2020 but had to be postponed due to the impact of COVID on trade shows/events. It only managed to launch 2 years later after my departure from TBWA, hence I was unable to document the project at its launch. #BOTD has since travelled to United States, Barcelona, Hong Kong, etc.
Installation:
How it works:
The program detects the colour of clothes, and finds a sightseeing spot that matches the extracted key colours. There are over 1000 unique backgrounds you can match yourself with. Photos of the matched sightseeing spot will be composited with your portrait and printed out on the spot.
Tech:
When it comes to masking technique, the AI deploys the deep-learning library. It runs smoothly as long as the background is kept plain during the shoot.
Credits:
Creative Director: Peter Callaghan
Senior Art Director: Marvin Liang
Copywriter: Lena Paik
Production House: Whatever Inc
Photographer: Gabe Chen
Senior Art Director: Marvin Liang
Copywriter: Lena Paik
Production House: Whatever Inc
Photographer: Gabe Chen