1. Brief
Sony Pictures promoted their new film with an augmented reality experience that took place in Times Square New York.
2. Response
We created an application that allowed users to see themselves as a part of the ‘Spider-verse’ on a large format screen in Times Square. The application created an overlay effect that used multiple design elements from the film to create a similar graphic style. The effect was then overlaid onto the camera feed used to broadcast the footage onto the large screen.
The application also had a facial detection feature which worked when the camera was zoomed in on the experiential space. This caused graphic messages (based on the film’s message boxes) to appear above random members of the public.
3. Results
The augmented reality experience was live from November 12th till December 30th, transporting over 215,000 people into the Spider-Verse! The campaign went on to win two awards at the OBIEs in 2019.
