Giggs 'Big Bad...' album release - AR mural

Island Records approached us to create an out-of-the box experience to promo the launch of their artist Giggs' acclaimed BigBad... album, and engage with his fanbase in a unique, creative and exciting way. Our hypothesis going into the project was that we could create exciting content that not only engaged our physical, in person audience but also was newsworthy and socially shared online. The experience generated 3.4MM impressions and contributed to 1/5 of all impressions and engagements for Giggs' whole album release promo efforts. We saw >90 secs ave engagement and Giggs' Instagram post launching the experience to his fans became his most engaged with post of all time. Additionally, the project was widely covered in the press including: The Drum, Metro (handed out on London Tube w/ 2.4MM daily distribution), AV Interactive, VR Focus, Musically etc. https://www.thedrum.com/news/2019/03/04/giggs-promotes-album-with-action-packed-london-ar-mural We worked with amazing mural painters ALLOVER to paint a London cityscape which my team then 'brought to life' through mobile augmented reality. Visitors scanned a QR code next to the mural to trigger the experience which can be seen in the URL below. As co-founder of the agency, I wore many hats during this project. I conceived of the idea (which has since led to me starting a new company focusing on branded AR murals), sold the idea into the client and oversaw the production from concept ideation through to execution onsite in London.

Project Roles
Content Producer, Content Strategist, Creative Director, Executive Producer, Strategist
Island Records
Brand Strategy, Celebrity, Content, Content Strategy, Creative Direction, Creative Strategy, Digital, Entertainment, Experiential, Interactive, Managing Budgets, Marketing Strategy, Media Strategy, Mobile, Reality, Social, Social Media Strategy , Strategy
Augmented Reality, Billboards, Branded Content, Interactive Installations, Murals, Music, Music Videos, Social Media Content, Street Art
Project Industries
Advertising, Augmented Reality, Entertainment, Music
Giggs 'Big Bad...' album release - AR mural