The Mill teamed up with The Martin Agency and OREO to bring to life an augmented reality experience on Instagram to celebrate the release of the TROLLS WORLD TOUR movie.
The team crafted an experience enabling fans to use limited edition OREO TROLLS WORLD TOUR packs and cookies to trigger an exclusive Queen Poppy performance. The filter showcases a special dance to the new track, “Just Sing (Trolls World Tour)”.
The Martin Agency, Oreo (Mondelez), Universal Dreamworks
The AR Experience was built using the Spark AR platform. We unlocked and extended Spark AR’s abilities in image-recognition and tracking for this engaging and playful experience; a usage of Spark AR that has not yet been seen before on this scale. The lens effect brings the beloved CG assets, that DreamWorks provided from the TROLLS WORLD TOUR movie, to life in a way that’s never been seen before and creates an intimate experience for fans. We crafted bespoke UI elements, developed in house, to successfully track a 3D object with 2D trackers and therefore giving fans the power to put on their personal Poppy performance.
To unlock the experience, fans can head to OREO.com to access the filter, place an OREO TROLLS WORLD TOUR cookie on the pack using the filter guide and scan.
Partners: The Martin Agency, Oreo (Mondelez), Universal Dreamworks
Senior Producer: Matt Swieca (The Martin Agency)
Production: The Mill Creative Director: Bowe King Executive Producer: Dan Phillips Producer: Ryan Lebar Production Coordinator: Matthew Fulton
Emerging Technology: The Mill
Lead Developer: Clay Weishaar Technical Innovations Manager: Tawfeeq Martin Developer: Kim Kohler
Creative Director: Bowe King Art Director: Sasha Vinogradova Technical Artist: Phil Meyer UX Deisgn: Annie Keogh Design Support: Susy Lopez Pitch Design: Alexis McDonough