Ben Moir, director and co-founder of We:eX presented at Vivid Sydney 2014.
“[In todays market] even an instantaneous response is too late”
In just over three months we took the Alert Shirt from concept to market, delivering 4,500 jerseys which have inbuilt electronic components but are also comfortable, washable and look good enough to wear out. We had already invested in the R&D and developed prototypes with custom circuit boards, haptic feedback and washable electronics so that when Foxtel’s creative agency CHE Proximity came along with the campaign we were able to respond immediately.
We believe that media consumers today want to be active rather than passive and in this project we saw the opportunity to bring a new level of interactivity to television viewing and create a real point of difference for Foxtel.
The project also aligned really well with the We:eX mission to bring fashion and technology together in new ways to deliver unique user experiences and push the boundaries of human to human connection.