Creative Showcase

This Dark Endeavour / HarperCollins

Submitted By Shelly Dwyer

Description

Dentsu Canada has created a unique augmented reality experience at Indigo, Chapters and Coles bookstores across Canada. Using the newest technology in mobile apps: markerless AR, the installation promotes the release of Kenneth Oppel’s novel, This Dark Endeavour. Participants can also experience a similar augmented reality animation using their webcam at home.

Objective

The business objective was to generate buzz and excitement around the release of This Dark Endeavour - a novel about young Victor Frankenstein - within the target group: girls 12-17 years old. The goal was to provide an experience that completely immersed the target into the story.

Technical Challenge

There were a few technical challenges. Both markerless marker technology and augmented reality for mobile platforms are still relatively new. Getting the two to work together seamlessly involved a lot of work. As well, full motion animation in AR still tends to end up looking rather cartoonish and basic because of the number of polygons required to make something look three-dimensional. We chose to avoid this look and these limitations by utilizing 2-D animation in a 3-D world. It gave our piece an original look that works perfectly with the Victorian time period and romantic feel of the novel.

Client

HarperCollins

Industry

Publishing

Agency

Dentsu Canada
http://www.dentsucanada.com

Media

Interactive

Market

Entertainment

Credits

Account Executive

Sharon Hill

Art Director

Andy McKay

Creative Director

Andy Manson

Designer

Pyramid Attack

Music & Sound

Randy Knott, Grayson Matthews

Producer

Cameron Moffat, Dave Medlock

Production Company

SplitElement Inc.

Writer

Shelly Dwyer

Views

692

 

Share To

Related Items

Follow Us