Express Your e.l.f.

Built through Aircards for e.l.f. Beauty in collaboration with Wavemaker UK, Southpaw, and Kinetic. The campaign brought large-scale street murals to life across three UK locations using WebAR: London (Brick Lane), Birmingham (High Street Digbeth), and Manchester (Shudehill).

Passersby scanned a QR code on the mural and the artwork activated through image tracking, with the characters, text, and decorative visuals animated in 3D directly over the physical mural. The experience played Meduulla's e.l.f.-inspired track as spatial audio throughout, tying the visual and musical elements together. Users could capture and share the experience directly to social media.

The campaign drew crowds at all three locations, bringing together the arts and beauty communities around each installation. The experience generated social sharing from the street and was covered by Southpaw Agency. Metalitix spatial analytics and Google Analytics were integrated to track scene interaction and campaign reach.

Built with 8th Wall and WebAR. Image tracking anchored the 3D scene directly to each mural, with the artwork's characters, text, and decorative elements animated in 3D over the physical surface. The core technical challenge was precision: matching AR content to the real mural elements accurately from multiple perspectives and distances, in the variable light and weather conditions typical of UK outdoor installations.

Spatial audio played Meduulla's track as part of the experience. Metalitix was integrated for 3D spatial analytics alongside Google Analytics. The full experience was optimised for fast load times and consistent visual quality across a wide range of mobile devices.

Technical Lead: Owned the full AR experience development, covering UI, 3D scene construction, image tracking setup, and AR interaction.

AR Precision: Matched animated 3D content to the physical mural elements with accuracy across varying perspectives, distances, and outdoor lighting conditions.

Audio Integration: Integrated Meduulla's track as spatial audio tied to the AR activation.

Social Sharing: Enabled in-experience capture and direct sharing to social media.

Analytics: Implemented Metalitix for 3D spatial analytics and Google Analytics for campaign performance tracking.

Optimisation: Optimised code and assets for fast load times and visual quality across a broad range of mobile devices.