Moosejaw, an online outdoor clothing retailer, have released their winter catalogue with a difference. Readers can install the Moosejaw ‘X-Ray App’ on their smartphone (iOS/Android) or tablet (iPad) and, through augmented reality technology, see what the models are wearing underneath the fleeces and ski jackets!

The reader opens the app on their device and holds it over the image in the catalog to reveal the model in their underwear.

A clever tactic to motivate people to pick up a catalog. It also serves to innovatively bridge the gap between traditional print advertising and marketing and digital media which fits well with the needs, and target audience, of an online retailer.

Moosejaw X-Ray App from Gary Wohlfeill on Vimeo.