In July 2011, my team and I launched the official "Transformers 3 Defend the Earth" Augmented Reality (AR) Mobile Game in partnership with Paramount Pictures and Digital Kitchen (UI/UX design) to coincide with the release of Transformers: Dark of the Moon. This world-first AR experience let users fully immerse themselves in the battle between Autobots and Decepticons. The game’s innovation was so advanced that we had to explain AR to Paramount’s special effects team. Users simply pointed their device at a movie poster to become Optimus Prime, battling waves of Decepticons that leapt out of the poster. The spatial gameplay required players to physically dodge bullets and attacks as the challenge intensified. The first game mode unlocked a second, where the action expanded beyond the poster, immersing users in a 360-degree battle with Decepticon battle ships in their real-world environment.
The app was a huge success, with 2.5 million downloads in its first week and an average session time of over 10 minutes. Available on iPhones 4, 3GS, and the iPad 2, players could share achievements on Facebook, and geolocation features helped them find the nearest poster. User feedback was overwhelmingly positive, with fans calling the app "freaking AWESOME" and "addictive." The game quickly became a global sensation, with players competing fiercely to top the world scoreboard. This project was a defining moment in AR gaming, and I’m proud of the role my team played in bringing it to life.
Five years ago, THE ICONIC (a prominent online Australian clothing retailer) introduced a ground-breaking AR feature to their app called VISUALISE - The feature allows users to virtually try on sneakers.
Jairek (from our creative team) using photogrammetry to 3D capture sneakers.
An example of the quality 3D models we produced using photogrammetry.
"Discover Android" was an AR application we produced for Telstra that was featured in all 500+ of their retail stores around Australia to highlight the benefits of HTC and Samsung flagship devices launched in 2013.
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Augmented Reality
