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Unilever was looking for a new and innovative way to give women between the ages of 18 and 34 an immersive Thermasilk experience. GestureTek worked with Unilever’s Promotion Agency to design a customized immersive application that could go on tour across the United States. To keep down production costs, GestureTek made use of 3 existing commercials by digitizing them to create the foundation for the background as well as objects that would become interactive elements. The final application allowed a person to step into the virtual experience, and become the woman from the commercial, experiencing the benefits of Thermasilk. The computer also took 2 digital snapshots of the screen which the customer could later pick up from the Thermasilk website. Over an 8 week period, the portable version would visit 18 Wal-Mart stores per week, while a fixed version was set up in each of 3 mobile trailers.
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