Launching The iPhone 13 With An AR Treasure Hunt
Tool of North America
For the launch of the iPhone 13, I've collaborated with Tool of North America, R/GA and Verizon to create a first of its kind treasure hunt hidden in the metaverse called H1DD3N. We developed a large-scale AR installation that allowed users to experience a magical playground to find the Hidden iPhone 13. Users can help grow this AR world by adding their own unique characters to the public installation.
The At-Home Experience
The campaign was widely promoted on Twitter, taking over share of voice on the internet via a well executed media, press and social strategy. When users arrived at the WebAR experience, they were immediately shown an animated video, introducing them to the characters created for this campaign as well as the premise for the At Home experience; Customize your Friendsie, add it to the public art installation and share on Twitter for a chance to win.
The On-Location Experience
Across 5 cities, in highly populated 5G locations around the US, we installed 8ft monoliths that allowed users to experience the AR treasure hunt:
📍 New York - Bryant Park
📍 Los Angeles - Santa Monica Pier
📍 Miami - Peréz Art Museum
📍 Chicago - Maggie Daley Park
📍 Seattle - South Lake Union
Promo Video + Behind The Scenes
"When artists across numerous genres come together, the synergy can be so inspiring. As soon as I saw the first renderings of the characters FriendsWithYou was creating, I knew 'Darling' would be the perfect song to exist in that world with them."
I mean, hello! Tap me to check out my bigger, better capacity.
We’re Beep & Boop!
Tap us to see how you can stay connected.