Brief
Google had a problem. Ad spend from SMBs would decline or stop altogether when the customers saw a drop off in the effectiveness of their ads. Our brief from Google was to create a Direct Mail (DM) campaign that would help educate their customers on how to tweak their ad settings to ensure that ad effectiveness remained high.
Solution
Originally tasked with thinking of a gift to give customers to keep Google Ads front of mind, we came back with the suggestion of creating an Augmented Reality (AR) experience for the customers that showed them the steps they needed to take, whilst also playing to Google’s digital nature.
Working side by side with the tech team, we were able to find an implementable solution that would be accessible by the vast majority of modern smartphones by delivering the experience through a web browser. Very easy to share with friends, and most importantly, bypassing the need to download an app.
3D Modelling
We wanted a rocket that almost looked like a toy. It had to invoke feelings of nostalgia and childlike wonder. We developed three possible routes, each influenced by a different style.
We decided to proceed with the polygon style rocket as it felt the most childlike and had the added advantage of better performance when rendered on the phone due to the limited surfaces.
Animation Tests
To see how the 3D models looked in an AR environment, we quickly started prototyping the scene to see how well the models performed, as well as scale and responsiveness to the 3D marker.
Credits
Creative
Jon Burrow
Rakesh Mistry
Chris Boys
Lucie Kalinova
Phil Wayer
Development
Pim De Wit
Ricardo
