mountain dew x complexcon: Camocollective

At the intersection of art, design, and technology, Mountain Dew celebrated the history and evolution of camouflage at the inaugural ComplexCon in 2016. Featuring the launch of VFILES + Dew wearable tech collaboration Camo Out, dotdotdash created an interactive gallery that highlights camouflage as the unifying link between fashion, streetwear and the heartland cultures of America with an exciting and unprecedented immersive experience. Shipping containers were converted into a self-contained art gallery curated by designer Jules Gayton and artist Stash. In addition to clothing and artwork, dotdotdash used technology to show the future of camouflage, creating a cloaking device, augmented reality artwork. Guests could also create a shareable music video using augmented reality to dress themselves in head-to-toe camouflage and dance to a custom song created for the event by DJ Nosaj Thing.

The Camo Collective activation was also supported with week of camo-related digital content and videos on GreenLabel.com and on social media, covering the verticals of art, music, tech, and fashion.