AlphaTauri launched a campaign with virtual items

The brand remains true to its promise to always deliver an innovative brand experience to customers, according to Ahmed Merkan, CEO of AlphaTauri.

Hybrid virtual production of the campaign was implemented using the so-called Unreal Engine technology. Fully 3D digital worlds are created and projected onto the studio’s LED walls. This virtual background is combined with props from the real world, so that the digital plane and the analog plane combine to create a new kind of visual experience. Until now, this technology has been used mainly in the film and game industries.

Focus on innovative textile technologies

The first part of the campaign focuses on the Taurobran weaving technology developed by AlphaTauri. Thanks to this innovative technology, the clothes are made waterproof, breathable and very comfortable to wear.

The second part of the campaign will follow in early May, focusing on the brand’s other core competency: 3D texture. In addition to a more sustainable production approach, 3D knitting technology offers a variety of product and design benefits, such as increased comfort thanks to seamlessly knit patterns.

As part of the third part of the campaign, AlphaTauri is introducing a Heated Capsule 2.0 (HCC 2.0) kit. The heated outerwear styles are a continuation of the successful collaboration with Deutsche Telekom AG and Swiss Schoeller Textil AG and will be available from fall 2022. The waterproof smart parts can be heated to your individual comfort temperature with the touch of a button or via the app.

The campaign is available on social media, with comprehensive behind-the-scenes insights and will also be shown in the company’s retail stores and in retail outlets.