Miranda Lambert - AR Experience
Overview:
Apart from being a world famous recording artist, Miranda Lambert also owns and manages a foundation called MuttNation. Their mission is to advance the adoption of shelter pets, promote spay and neuter and to educate the public about the benefits of these actions. Miranda and her team at Sony Music and Shopkeeper management wanted to use Augmented Reality in order to raise awareness for foundation as well as her latest hit single "Settling Down."
Concept:
The creative team at Auras Studios worked directly with Sony Music and Shopkeeper to come up with a strategy. Together they decided that Instagram would be the best platform to release an AR experience as it would be seen by Miranda's 4m followers. The concept was to create a way for fans to virtually adopt a dog and use AR technology to place that dog within their own homes.
Execution:
To execute on this vision, Auras Studios used Instagram's plane tracking technology to overlay digital images onto the physical world. The design and development team created 3D models of two dogs resting within a MuttNation branded shelter. Auras also included branding for Miranda herself with a TV screen rotating images from the "Settling Down" music video. Fans are encouraged to tap the dog in order to adopt with on screen prompts. Doing so triggers an animation where the shelter disappears and the dog is left standing within the fan's home.
Overview:
Apart from being a world famous recording artist, Miranda Lambert also owns and manages a foundation called MuttNation. Their mission is to advance the adoption of shelter pets, promote spay and neuter and to educate the public about the benefits of these actions. Miranda and her team at Sony Music and Shopkeeper management wanted to use Augmented Reality in order to raise awareness for foundation as well as her latest hit single "Settling Down."
Concept:
The creative team at Auras Studios worked directly with Sony Music and Shopkeeper to come up with a strategy. Together they decided that Instagram would be the best platform to release an AR experience as it would be seen by Miranda's 4m followers. The concept was to create a way for fans to virtually adopt a dog and use AR technology to place that dog within their own homes.
Execution:
To execute on this vision, Auras Studios used Instagram's plane tracking technology to overlay digital images onto the physical world. The design and development team created 3D models of two dogs resting within a MuttNation branded shelter. Auras also included branding for Miranda herself with a TV screen rotating images from the "Settling Down" music video. Fans are encouraged to tap the dog in order to adopt with on screen prompts. Doing so triggers an animation where the shelter disappears and the dog is left standing within the fan's home.
“Love Harder”campaign is focusing on harder to get adopted dogs and this filter provides a fun, user-friendly opportunity to pair my music with playful images of some of the breeds that are among the hardest to get adopted."
- Miranda Lambert
