About This Project

In collaboration with Wavemaker UK, Southpaw, Kinetic, and Aircards, e.l.f. Beauty unfolds an innovative campaign that merges art, music, and technology into a captivating outdoor experience. Presenting the audio-enhanced AR Murals, this project spotlights the extraordinary talent of UK artist Meduulla, bringing her e.l.f.-inspired track to life across three iconic locations:

London, Brick Lane
Birmingham, High Street Digbeth
Manchester, Shudehill

By scanning the murals' QR codes, passersby activate an immersive experience, transforming the static images into vibrant scenes filled with 3D animations and audio, effectively bringing the artwork to life.

Impact

This project has achieved significant engagement, drawing crowds at each location and fostering a community scene that brought together the arts and beauty communities.

Quick loading times and impressive visuals from various perspectives
Integration of sound into the AR experience, enhancing user interaction
Shareability of the experience, allowing users to post pictures or videos to social media

Additionally, by incorporating the spatial analytics platform Metalitix, the project has gathered valuable insights, further proving its success and reach within targeted communities.

Technical Details

The e.l.f. Beauty AR Murals were developed with the innovative use of WebAR technology, powered by 8th Wall and built by Aircards. Key technical achievements include:

Responsibilities

Lead Development: Oversaw the entire AR experience development, covering UI development, 3D scene creation, and AR interactions focusing on matching the AR elements to the real elements in the mural with exceptional accuracy from various perspectives under the adverse weather and light conditions that characterise the UK.
Optimization Across Devices: Optimization process of code and assets, ensuring rapid load times and visually stunning displays.
Audio Enhancement: Integrated immersive sound elements into the AR experience, elevating the sensory impact of the murals.
Social Media Interactivity: Enabled features for users to easily share their interactive mural experiences on social media platforms, increasing engagement and visibility.
Analytics Implementation: Implemented Metalitix for advanced spatial analytics as well as Google Analytics, providing deep insights into user interactions and engagement patterns with the murals.

Press & Media Coverage

Southpaw Agency - "Global brand e.l.f. Cosmetics launch Immersive Augmented Reality Murals for ‘Express Your e.l.f.’ campaign"

Express Your e.l.f. | AR Murals | 8th Wall