Play Nicely Ltd

Graft, Design & Technology

The Hobbit: Join the Company AR Campaign

Warner Bros

Join The Company is an AR experience allowing fans to choose which of the thirteen dwarves they would like to see themselves as, then record a video or take a photo of themselves to download, email or share socially. Each dwarf mask is a full 3D headpiece that automatically scales to fit each person then tracks to their movements in real-time. Our bespoke video system allows the user’s actions and audio to be recorded without affecting the live experience (made very tricky by the layers of online AR and 3D delivered through Flash).

The user’s background can also be replaced with a virtual ‘of the movie’ background to increase the immersion of the experience even more. This coupled with recording their audio allowed each to create their own twenty second mini-trailer that has genuine shareable value for both user and brand.

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