Old Navy: BootyReader.com - Computer Vision

Old Navy wanted to communicate that its clothes are fashion forward and not one-shape fits all. To address this perception, we build a site that used computer vision (webcam) to take pictures of women's rear-ends and recommend the perfect pair of jeans (dubbed 'The Booty Reader') which had an unprecedented 60% completion rate. Visitors to the microsite were prompted to choose three scenarios in which they would wear the jeans they're looking for, and then to use a web cam or photo so that the app can gauge their body shape.