THE 29TH

DIMENSION

 

CREATIVE DIRECTION, USER EXPERIENCE STRATEGY, 

ART DIRECTION

CLIENT: Facebook AR / Instagram x Refinery29

ARTIST COLLABORATOR: BUCK

THE ASK

Drive awareness and excitement for Instagram’s latest AR technology through creative integrations at 29Rooms.

 

THE STRATEGY

Instagram filters are like keys that open portals to a new dimension, revealing surreal moments hidden to the naked eye. For this project, I designed a guest journey that weaved together the worlds of AR and experiential through a narrative that invited 29Rooms attendees to unlock a new realm of discovery and creativity: the 29th Dimension.

 

THE EXECUTION

The 29th Dimension took guests on a journey through curated touchpoints within 29Rooms that invited guests to unlock hidden surprises. 

 

We seeded different doorways throughout the 29Rooms space that served as “portals” to the 29th Dimension. Each portal was a different color that, through Facebook's sophisticated AR technology, would trigger a different AR filter on Instagram. Each filter displayed surreal, colorful animations that immersed guests in the 29th Dimension and framed them in artful moments optimized to inspire social sharing. 

With each portal, guests' curiosity grew and they were inspired to go deeper into the 29th Dimension and experience Instagram AR like never before.