Trident’s new product, Vibes, is all about switching up your vibe with a pop of flavor. When the brand asked us to do something immersive to get the youths excited, we turned to TikTok’s brand new live feature, and staged an experiment we weren’t entirely sure was going to work: inviting all of TikTok to design a piece of clothing together in real time. Using AI, we created an algorithm that translated people’s comments on the live feed into a visualization of a jacket. Literally anything people commented (within reason) would get integrated into the design, in real time.
After 45 minutes of absolute chaos, with input from nearly 40,000 TikTok users, the design was locked, and a limited run of the jackets dropped, available only via TikTok.