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Gorillaz X Fred Perry

Augmented Reality
Web
Client
ElevenMgmt / Fred Perry
Year
2021
Format
WebAR

We partnered with Gorillaz and Fred Perry to build a bespoke in-browser AR experience. Using the latest WebAR technology and guided by the bands favourite monkey, Mike, users can explore the rich interior of the Gorillaz RV and browse the collection, each item linking directly to a localised store.

A frictionless AR experience built for all mobile devices.

Our in-house R&D team created custom compression technology that allowed for fast download times, getting users straight into the experience with no app install necessary. Designed to be experienced on as many devices as possible the UX was extensively focused to ensure a familiar and easily legible experience. A shareable selfie booth allowed users to cover themselves in stickers to create their own social posts.

Overflowing with playful interaction.

We crammed the RV full of interactivity, encouraging the user to explore and interact with their insane surroundings. A playable Song Machine, ghoulish pizza, hidden band members, portals to other dimensions and Gorillaz memorabilia were waiting to be discovered. Collectables encouraged deeper engagement with a prize draw for users that collected every sticker.

The inside of the Gorillaz AR van, clothes, instruments and random objects are spread over the floor and shelves.
A screenshot of the web based AR gorillaz and fred perry app
The inside of the Gorillaz AR van, clothes, books and random objects are spread over the floor and shelves.
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Credits

Agency

ElevenMgmt

Director

Kye Dorricott

Exec Producer

Lawrence Bennett

Producer

Craig Skerry

Technical Director

Technical Director Jack Straw

CG Supervisor

Tom Flavelle

Concept/Development

No Ghost

Lead Developer

Pookage Hayes

Developers

Kaan Tosunoglu, Julien Etienne, Ted TedfordUX/UI Jason Hancock

CG Lead

Michal Firkowski

3D Modelling & Animation

Valentin Saura, Tiphanie Maya, Sarah Barets

Deployment

Denis Prysukhin, Joe Rosa

Heading

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