Case Study: Augmented Art
From Drawings to Immersive Experiences.
For as long as I can remember, I have been captivated by the works of early illustrators and graphic artists. Though I don't exclusively work as an illustrator, whenever the opportunity arises to showcase my talents in this realm while aligning with business objectives, I wholeheartedly embrace it.
Recently, Kennelwood Pet Resorts reached out to me to collaborate on some interior design projects. They envisioned turning their facilities' empty walls into captivating and innovative spaces. Working closely with their internal marketing team, I delved into creating illustrated themes and branded graphic treatments. These art pieces were then transformed into large format vinyl prints, forming digital mural covers for various rooms across several locations.
One particular location, BarK in St. Louis, provided an exciting chance to elevate our communication goals even further by integrating augmented reality (AR). Collaborating with a skilled programming team, we embarked on creating a fully immersive experience by identifying opportunities for engaging interactions using AR technology.
Through the AR experience, we presented visitors with a diverse range of captivating interactions. Triggered video messages would appear, 3D animated characters would come to life, and short, dog-themed games could be played using a digital device. The combination of our fun and light-hearted illustrations with cutting-edge AR elements turned out to be an enormous success.
The positive response from Kennelwood and their patrons was overwhelming, and they were keen to share this innovative experience with a broader audience. I was honored when they approached me to help showcase the AR installation on a local news affiliate, allowing the wider community to marvel at the fusion of art and technology in a pet-friendly environment. It was a gratifying experience, and I am delighted to have played a part in transforming Kennelwood Pet Resorts' spaces into immersive, visually stunning havens for pet owners and their furry friends.
Skills required:
Experience Design/AR
I provided guidance to the team, determining which elements within the illustrated landscape would trigger specific experiences using augmented reality. Additionally, I identified the necessary assets and animated materials essential to support the seamless execution of the AR interactions.
Motion/Graphic Design
I produced several segments of AR-triggered content that seamlessly emerged throughout the room. Among these captivating experiences were animated canine-themed characters, engaging short commercials, and interactive game assets. These elements effectively immersed the viewers in the experience, vividly bringing the brand promise to life.
Voiceover
I personally contributed my voice to the project by immersing myself in character, embodying the diverse dog characters that adorned the room and were animated to life through AR technology.
Creative Direction
Collaborating closely with key stakeholders, I engaged in defining a creative approach that incorporated brand-compliant visuals, key moments in the history of the brand, and targeted brand messaging.
Copywriting
I lent my voice to the various triggered videos, playing a pivotal role in establishing the tone for the entire experience. This encompassed providing character voices and delivering concise marketing messages that resonated throughout the room, further enhancing the immersive atmosphere.
Illustration
Illustrated custom graphic elements on an expansive canvas, spanning hundreds of feet in diameter. These illustrations adorned both the internal and external walls as well as the entrances and exits of the facilities, leaving a striking and visually captivating impression.
Video Editing/Production
Carefully curating and editing the footage, I skillfully molded existing video content to seamlessly integrate with the overall theme and objectives of the augmented reality installation.