Challenge: Build AR experiences that allow fans to build affinity with George Ezra and feel more like a part of the fan community. Bring fans closer to George, let them embody the album, and sing with George. .

Solution: The team focused on creating two different AR formats – Virtual Avatar and Target AR (using the target tracking technology.) and 3D animation teaser.

With Virtual Avatar, we’ve created an avatar of George that fans can interact with. They can unlock a digital version of George on a mini stage and be prompted to place the mini stage on a surface anywhere around them and then pick one of George’s audio tracks. When the music starts to play, the animation of George’s avatar changes along with the additional visual effects depending on the chosen track. This way, users worldwide can get a piece of the emotion you get by visiting a live concert without leaving their homes.