5 Apr 2024
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Mike Boland
AWE Talks: Anatomy of an AR Campaign
AWE USA 2023
Welcome back to AWE Talks, our series that revisits the most engaging content from AWE’s catalog of conference sessions. The past year has seen a rich library of insights including AWE USA, AWE Asia, and AWE Europe.
This week, we dive into the end-to-end process of creating a branded AR campaign. Meta did this in partnership with Coachella and several creators in a fast-tracked project with several takeaways for AR creators everywhere.
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on AWE’s YouTube Channel.
Speakers
Luke Hurd, Mixed Reality Artist
Lianne Baron, Meta
– One place that AR continues to demonstrate promise is with event engagement.
– Similar to our recent examination of business conferences, it shines at festivals.
– The opportunity is with second-screen experiences that deepen fan engagement.
– But it's easier said than done, including several moving parts and stakeholders.
– Meta got to experience this firsthand in the process of building effects for Coachella.
– Desert-themed effects played off the landscape and Coachella signature installations.
– This included the cooperation of the festival itself, as well as several creators.
– With a fast-tracked project timeline, it required lots of organization and focus.
– One key lesson from this process is to have a prevailing north star that guides it.
– According to Meta's Lianne Baron, this takes form in a persistent campaign narrative.
– With this particular experience, the narrative carried a "mirage energy" theme.
– Geographically-relevant, this evokes the ethos of artistry in and around Coachella.
– Whenever things got off track, adherence to this narrative re-centered everything.
– In addition to narrative, innovative partners and well-paired creators are key.
– Even with these elements, things can get hectic, so start with the right ingredients.
For more color, see the full session below...
