A still from Lara Active’s AR generated ‘Phyrjab’
Lara Active, a UAE-based modest activewear brand, is addressing the hijab ban at the Paris 2024 Olympics through a groundbreaking augmented reality (AR) activation created by creative and innovation agency, Tactical.
In response to the decision, Lara Active has partnered with Tactical to create an AR lens that reimagines Marianne, the emblem of the Paris 2024 Games, by replacing her traditional Phrygian cap with a hijab.
The campaign sports two assets on Lara Active’s Instagram account. The call-to-action is displayed as a QR code, printed and placed near the monument
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