Play Nicely Ltd

Graft, Design & Technology

Rock of Ages AR

Warner Bros.

Play Nicely were approached by Warner Bros. to deliver an original AR marketing campaign for the Tom Cruise movie, Rock of Ages.

The online AR experience allows fans to try on 3D models of official Rock of Ages “Big Hair” hairstyles via their live webcam stream. Choose from Tom Cruise’s mullet, Mary J. Blige’s fro and Alec Baldwin’s mop among other big 80s favourites, all to the film’s official rock ‘n’ roll soundtrack.

This is the second project we have worked on with Warner Bros this year, the first being the Wrath of the Titans AR experience last month. As a way of raising the bar with each release, for this campaign we updated the AR system to include a broader range of props (add sunglasses or change hair-colour) and delivered it through a much more detailed and conceptually led interface.

As well as the original email, download, Facebook and Twitter photo sharing tie-ins, you can now also share your new 80s Big Hair persona on Pinterest. This app requires no additional plug-in to Adobe Flash, meaning you can try them on and take a photo in no time.

Our extensive experience in 3D and AR development paired with assistance and licensing from Total Immersion enables us to create tailored experiences for mobile, or as in this instance, online.

Rock of Ages

- 3D Studio Max

- Flash

- D'Fusion Augmented Reality