Casting Playboy

Woman are one of the most important targets for Playboy Magazine, without them men wouldn't buy it. The objective of the campaign was to invite the most beautiful women in Argentina to make a casting call so as to be part of the magazine. For the first time, a woman, whereever she was, could take part on her own online photo session to become the next Playboy cover girl. Once she entered castingplayboy.com, a Playboy photographer did an online photo session with her using her webcam. Then she chose the best photos, compiled her book online and got all her friends to rate her.

To present the winner, Odica developed an Augmented Reality experience in which the user entered to castingplayboy.com with the real magazine on his hands and in front of his webcam, the cover became live, it animated, and Coti, the winner became to dance and make sensual movements, to end in a new pose giving the user a unique and new virtual magazine Playboy cover.

A similar experience happened in the interior of the Playboy magazine, with Coti in the shower, where activated by the user's real magazine, she también started to shower and make sensual movements to show her beautiful body to the user.