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