Project info
Problem
Solution
Problem
Lots of brands are increasingly leveraging augmented reality (AR) to elevate their marketing campaigns and create immersive brand experiences. AR technology allows companies to engage consumers in novel and interactive ways. It has become a powerful tool for storytelling whereby narratives can go beyond traditional advertising methods.
OMM is an agency focussing on sport and fashion clients and thus had started pitching Augmented Reality campaigns to their clients. The challenge then became: how can we make this a reality in a world where everybody is fighting for attention? This is especially due to the fact that people aren’t going to spend time installing native apps on their phone... Next to that, these campaigns tend to be rushed against a hard deadline and with a lot of last-minute requests and changes coming in.
Solution
I’ve led OMM in creating a great and repeatable setup for WebAR projects, leveraging Niantic 8th Wall, ThreeJS and React to get the most out of phones on the web. The advantage of the web is that users won’t have to install anything on their phone, allowing them to instantly dive into an experience. On the other hand, the performance of 3D on the web will never be as good as a natively written app. This means performance constantly had to be pushed, and a process was needed where we could make the right trade-offs and compromises for the best end results.
An example of an experience I’ve led at OMM is the takeover of Erling Haaland at NikeTown, London, announcing him as the new "Nike No. 9". In this experience, passersby could see Haaland in his well-known "Buddha" pose. To achieve this, we organised and produced a volumetric photoshoot to capture a 3D mesh of Haaland while pushing the 8th Wall technology to have him appear on top of the building.
