Premier League AR Trophy Hunt
In partnership with Premier League and Doppelgänger, ROSE created an augmented reality scavenger hunt to promote the Premier League Summer Series. Fans in the Summer Series cities were on the hunt to find virtual trophies for a chance to win game day tickets. An at-home version of the experience hyped up fans outside of participating cities and allowed them to cheer on their favorite teams. The campaign ultimately reached 33,000+ fans.
Tools
Adobe After Effects
Adobe Photoshop
Figma
Role
Art Director
Animator
UX Designer
UI Designer
Team
Nicole Riemer, Associate Creative Director
Jourdan Johnson, Art Director
Stano Bagin, UI Designer
Savannah Rheinhart, Project Manager
Pawel Maczka, AR Engineer
Sara Soseman, Account Director
Pete O’Neil, Director of Technology
Duration
2 Months (2023)
In-City Experience
Using Contentful CMS, our team set up geofenced locations across the Summer Series cities: Maryland/D.C., Philadelphia, Orlando, New York/New Jersey, and Atlanta. This allowed fans to use the in-experience map to discover and collect 20 virtual Premier League trophies.
When users entered a trophy zone, they tapped to reveal a 3D trophy and collect the corresponding team badge for their digital trophy cabinet. As they gathered trophies throughout the city, they earned entries into the Premier League Summer Series giveaway.
At-Home Experience
Fans outside of the Summer Series cities still had the opportunity to join in on the fun! A second AR experience allowed at-home users to place and interact with their favorite team’s trophy in their space.
The ability to capture photos and videos of the experience, along with a playful face filter, created perfect opportunities for fans to show their support on social.
The Marketing Campaign
In addition to contributing to the user experience and user interface, my primary responsibility was designing marketing assets for the Premier League’s highly followed social media accounts. This included both static and video content tailored to the five Summer Series cities for targeted advertising, as well as general promotional assets for the overall experience.
Due to the project timeline, traveling to each host city to capture footage wasn’t possible. Instead, I sourced stock footage and used After Effects’ 3D camera to create custom movement for each clip. In-situ text was added by building 3D layers and anchoring the copy to flat surfaces using the Mocha plugin’s Planar Tracking tool.
