One of the live activations at the 2012 Montreal Jazz Fest was a series of street-art installations sponsored by Bell. In order to elevate interactive experience, Merchlar produced an AR application that used pre-recorded stop-motion sequences for attendees to watch the artists painting the installation from start to finish. By giving spectators the full scope of the process, the art breaks free from passive viewing to gain a fuller appreciation of the opus on display.
Using the App
This AR experience was released through an exclusive iOS app and distributed via the App Store. The Bell promotional team arrived on site with their iPads, showing off the experience to curious spectators and teaching them how to join the Augmented Reality movement. Crowds were wowed by the fluid shift from wall-art to artistic motion. The installation and in-house Bell staff helped promote the brand as one in tune with its local events and communities.