Spirits on the Moove
We celebrated Spooky Season by concepting and directing a light-hearted AR experience developed by XLabs.
We used Instagram’s built in AR and sharing capabilities to play on the spirit of the season. QR codes on digital billboard displays triggered a custom AR filter in Instagram stories that showed the user a variety of ghosts traveling around the city.
Our art direction matched the silliness of the “ghosts-doing-human-things” concept and was inspired by Charlie Brown and Scooby Doo cartoons. To strengthen the creative direction, we wrote all copy in the same playfully spooky tone as the visuals allowing for an added bonus: puns.
We also designed and animated the digital display content, and wrote and directed all the promotional films.
Spirits on the Moove won a Digital Creative Award at the 2022 World Out of Home Organization Congess.
Role:
Creative Direction, Concept, Writing, Illustration, Motion Design