Creative innovation company, The Electric Factory, has teamed up with Meta Open Arts to launch an innovative AR filter. The augmented reality filter accompanies a newly designed colourful mural in Meta’s São Paulo offices in Brazil.
The project saw The Electric Factory team up with Brazilian artist Talita Hoffmann to add a layer of immersive storytelling in order to transport viewers into the art. The team developed custom 3D and procedural animations to pack a fully immersive experience under 4MB. With different layers of interactivity, including beautiful directional sound design, the team brought the mural to life and lifted it off the wall.
Located in the central hub of the office space, the mural encapsulates the unique energy and essence of the city. Heavily influenced by the surrounding colourful landscape, the mural brings a ‘touch of colour’ and a local wink to the bustling São Paulo offices. The use of contrasting patterns and textures pays respect to the natural world, whilst the colourful and slightly distorted style of the AR filter brings a dreamy feel to the artwork, successfully referencing the concept of the metaverse as a place where real spaces can be represented in an enhanced way.
In order to further capture the surreal and dreamlike quality of the mural, sound designers, technical artists and developers at The Electric Factory worked closely with Talita to create the Spark AR filter, which enables users to experience the intricate skyline transitioning from day to night, as city lights turn on and off, while trees shed their leaves and grow them back as seasons pass.
Once activated by the filter, motifs of colourful plants and trees fill the walls and suddenly appear to grow right in front of the user’s eyes. Elements of the artwork lift off the wall and magically seep into the office space, creating an additive layer of discovery for Meta’s employees. Expanding on the mural’s strong references to the metaverse, the AR filter transforms the artwork into a portal to the future, where users can see time pass harmoniously in an augmented way.
The idea behind the activation is to transport visitors and Meta’s employees from the distant past to the near future, illuminating stories of untold histories and futuristic dreams. The experience displays the artistic synergies between physical and digital artworks, creating an additive layer of discovery.
This professional campaign titled 'Open Arts AR filter' was published in Brazil in July, 2022. It was created for the brand: Meta, by ad agency: The Electric Factory. This Experiential and Integrated media campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted over 1 year ago.
Agency: The Electric Factory
Agency Producer: Micaela Rivero
Agency Producer Email: firstname.lastname@example.org
Art Director: Juan Diego Vispo and Sofía Martínez
Artist: Talita Hoffmann
Technical Lead: Santiago Anglés