Moosejaw Mountaineering Models Get Nearly Naked

Nov 15, 2011 4:28 AM  By

The Moosejaw Mountaineering catalog models are getting naked… nearly… kind of… Okay, the models are not naked Moosejaw’s winter 2012 catalog. But if you want to see them in their underwear, there’s an app for that.

Moosejaw has released an app for Androids and iPhones, called X-Ray, for customers to use with the catalog. The app uses augmented reality technology that will allow users to see a hidden layer of images in the pages of the catalog. Users can use the app with the printed catalog and in shop signage as well as the digital version of the catalog on their laptop or iPads.

“The X-Ray catalog and X-Ray App is designed to create an interactive, non-sensical experience that breaks the barrier between our print and digital brand,” says Gary Wohlfeill, creative director at Moosejaw Mountaineering. “It’s also very much about seeing people in their underwear, something we’re constantly prioritizing at Moosejaw.”

Here’s a video demo from Moosejaw:

Moosejaw X-Ray App from Gary Wohlfeill on Vimeo.