Because you can no longer go to a cafeteria without someone doing a videoblog on their matcha tea.
Because people are recorded in the gym doing their exercise routines.
Because recording strangers to make content without their consent is rare.

Those reasons, and some more, are for which the drug agency5 Dublin, part of Accenture Song, has created Captured, a cap designed to protect those who wear it from being recorded in public and avoid unwanted appearances in videos or photos that will then be disseminated on social networks. The garment seeks to cause a reflection on the importance of consent in the Tiktok era and the responsible content creation.

As the agency explains on a website created especially for the initiative, the cap works as a personal camouflage device. According to the complement, the complement uses real -time vision technology driven by artificial intelligence, so it is able to detect if the camera of a telephone is focusing it. Once the camera lens is identified, a visor instantly covers the user’s face, hiding his identity.

Drug5 Dublin points out that the system does not consider security systems such as CCTV, focusing exclusively on protection against recordings made with mobile phones. The system operates completely without connection, and does not store or send recordings.

For the creation of Captured, Drug5 Dublin has collaborated with the designer Anancuta Sarca, whose pieces have been lucid by celebrities such as Rihanna and Charli XCX. All images, photos and videos to publicize the invention have been made by London photographer Samuel Mcelwee. The cap has presented taking advantage of the celebration of London Fashion Week, which took place between September 18 and 22.

It should be noted that the initiative is more a communication exercise than an incursion of the agency into the field of fashion. Moreover, as noted on the website, it will not be marketed. “This cap is not on sale because you should not have to wear made clothes to protect your privacy. Do not allow you to film strangers by content, without consent, it is normalized”, They expose.

The project is understood as an answer to the rise of content creation and, specifically, of the videos of strangers recorded in public spaces that have become viral, such as street interviews or those in which users record the behavior of other users. Many of these recordings arouse comments on the lack of consent by the subjects.

More info.: Captured