H&M Virtual Mannequin

Global Experience Design

Creative Lead; Creative Direction;  Concept; Strategy, Content; Project Management

H&M Store: Passeig de Gracia, Barcelona (Spain)
Creative Manager: Johan Holm
Creative Lead: Tiago Oliveira
Project Manager: Raymond Roybal
Development: Outform
Graphic Animations: Hirsch & Mann

Stockholm, Sweden

THE PROJECT

Using a screen that gives a illusion of 3D impression that allows people to perceive the models as if they were in the front of them, communicate outfits and styles in a dynamic way.  
We made shootings of our garments trying to a real life impression while still being inspirational combined by the target audience behaviour as digital heavy user.

GOAL

To attract and engage young women in order for H&M to stay a relevant fashion brand tomorrow.

RESPONSABILITIES

- Creative Direction on shootings
- Creative Direction on project (from pre-production together with the stylist up to final design, music, colour and light animations)
- Drafting and coordinating the UX/UI Design of the screen.
- Follow up prototype process (building and timeline)

instore

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UX Demo

Behind the Scenes

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Pre-production/ Styling

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©Tiago Oliveira 2025