Harry Rosen Green Screen Shirt – The Most Versatile Zoom-Ready | Clapboard Ad Archive

Green Screen Shirt

Description

In 2021, menswear retailer Harry Rosen partnered with Zulu Alpha Kilo to launch the innovative Green Screen Shirt campaign in Canada, targeting work-from-home dads navigating the monotony of endless video calls. This integrated campaign within the fashion industry introduced a groundbreaking shirt concept designed to enhance virtual meeting experiences just in time for Father’s Day. The limited-edition cotton button-down was crafted in a unique green-screen-green fabric, enabling wearers to leverage Zoom’s built-in green screen functionality to instantly change the shirt’s pattern during video chats. By simply selecting the green screen option on Zoom and choosing from a range of exclusive Harry Rosen designs—ranging from classic, professional styles to playful, animated patterns, or even uploading personal images—this shirt offered unparalleled versatility tailored for any remote occasion. Beyond its functional appeal, the campaign amplified engagement through a Father’s Day giveaway on Harry Rosen’s Instagram, encouraging followers to like, comment, and tag friends for a chance to win the shirt and access its design library. This approach not only highlighted Harry Rosen’s innovative spirit after 67 years in menswear but also creatively addressed the unique challenges faced by the modern professional father, blending technology with fashion to create a truly adaptive wardrobe solution. The Green Screen Shirt stood out as a cultural touchpoint for virtual workwear, cleverly merging sartorial tradition with digital innovation to bring excitement and customization to video meetings, while reinforcing Harry Rosen’s position as a forward-thinking brand in men’s fashion.

Credits

Client

Harry Rosen

Agency

Zulu Alpha Kilo

Chief Creative Officer

Zak Mroueh

Executive Creative Director

Wain Choi

Art Director

Anton Garneau, Michael Romaniuk

Writer

Luke McNeil, Marco Buchar

Account Management

Michael Brathwaite

Clients

Trinh Tham, Kristin Meier, Paul Michel

Producer

Christine Toranco, Adam Palmer

Production House

Zulubot

Editor

Filipe Chaparro

Photographer

Kyle Wilson, Matt Watkins

Creative Director Harry Rosen

Christine Kwan

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Campaign Proposition

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