Eurobest
UNIT9, London / AOL / 2017
Overview
Entries
Credits
Background
To launch Smurfs: The Lost Village, we were challenged to bring the characters to life in a unique and original way and build fan excitement. Our solution was to build an interactive mixed reality experience within the new HoloLens device.
The experience had to be interactive, so we set out to build an augmented reality experience for the Hololens, that pushes the boundaries of this emerging technology. We wanted users to control a Smurf and explore the environment as it unfolds in real time around them.
We created a truly innovative platform to allow users to interact with the characters and themes from the film. The result was a magical experience signaling the future of mixed reality storytelling for entertainment brands. We created a BTS video, so we could get the content across 19 markets, We also hosted events for kids and journalists to drive buzz.
Execution
Leveraging key elements from the movie and the essence of the Smurfs themselves, we had to recreate the “Lost Village” and these blue characters in 3D. It was a challenge because our timeline had to precisely coincide with the movie release to further amplify the buzz surrounding “The Lost Village” and act as a powerful PR tool that delighted fans along the way.
Because HoloLens is such a new device for the mass market and embeds new ways of interacting, we needed to make sure that our experience felt intuitive (especially to young children) and behaved seamlessly. At the same time we wanted to preserve the fun and sense of adventure which is a broader part of The Lost Village film narrative.
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