Imagine if you could use “The Force” to control the Internet. For. Real. We worked with Stance to allow anyone to shop for special edition Star Wars socks with the wave of a hand. The innovative e-commerce platform combines complex motion-tracking software with a first-of-its-kind webcam interface to give visitors the power to shop for socks using only hand gestures as they relive scenes from the first trilogy. Built with the fanboy in mind, intuitive UX makes shopping with “The Force” easy to learn, magical to control and exciting to master. It turns the tired product carousel into an authentic, engaging experience made to excite and convert true Star Wars fans.

We made this fanboy dream come true with a breakthrough in WebGL and webcam integration that empowers users to shop for socks like Skywalker. Webcam UI is a new innovation. No site has ever used hand gesture navigation, so we custom-built an algorithm to search areas of light and dark for the shadow of the user’s hand and construct a probable motion arc. For realism and responsiveness, we built the site with WebGL. In laymen’s terms, this means your browser is animating The Force particles in real time with zero lag for precise control without any plug-ins. WebGL particles create a feedback loop, training users to master hand position in relation to the screen. They actually feel The Force and intuitively adjust their Jedi movements as they move towards a final battle with Darth Vader. This is the final iteration of the site—the third iteration including the prototype.

We had the smallest budget for any Star Wars activation among all the sock licensees, and the shortest time frame for development. Despite all this, our campaign used the most advanced technology, generated the most buzz, and earned the largest ROI. Our site architecture is fully scalable—we can add more Star Wars socks at any time, making the site usable for any number of future sequels. The user interface is the first of its kind in the universe, but it’s not just a technological trick. By incorporating hand-manipulated stop motion sock puppets, we transformed e-commerce into a story-telling platform that can be activated with the wave of a hand. The story is compelling for casual and passionate fans alike and allows anyone to engage deeply with an adventure that’s memorable, fun, shareable, and worth revisiting. Just like Star Wars.

Shop With The Force takes innovation to another dimension with never-been-done-before consumer shopping experience.

Impact was our main goal, and our strategy was to find a way for a “Star Wars” fan to experience the brand in a unique way. For maximum impact in a crowded marketplace, our creative recommendation was equal parts immersive, one-of-a-kind digital experience and “Star Wars” fan culture.

A scene in Star Wars inspired a new user interface light years ahead of the rest. When Obi Wan waves his hand in front of a Storm Trooper, he’s in control. We gave Star Wars fans that same control to empower their sock-shopping process with webcam UI that lets anyone browse and buy with The Force. For. Real. Webcams were never meant to track and recognize hand movements. Every developer said it would be impossible to create hand gesture-based navigation. Detecting depth or intricate motion? Nope. We proved them all wrong on a budget of only $150K.