WEB AR EXPERIENCES
In anticipation of Transformers: Rise of the Beasts, Paramount Pictures sought to bring the Transformers into the real world on two fronts.
First, a world tour was conceived, with Paramount deploying massive, large-as-life physical statues of the film's robotic heroes to cities around the world, accompanied by a web AR microsite that would allow guests to "scan" the statues and unlock exclusive content.
Second, the Transformers would be brought to life in augmented reality—with a key challenge: the robots would need to execute the same complex transformations fans have come to love and expect from the films. With this vision in place, Paramount tapped Pretty Big Monster for the opportunity to bring it to reality.
First, a world tour was conceived, with Paramount deploying massive, large-as-life physical statues of the film's robotic heroes to cities around the world, accompanied by a web AR microsite that would allow guests to "scan" the statues and unlock exclusive content.
Second, the Transformers themselves would be brought to life in augmented reality—with a key challenge: the robots would need to execute the same complex transformations fans have come to love and expect from the films. With this vision in place, Paramount tapped Pretty Big Monster for the opportunity to bring it to reality.
Multiple sets of the three Transformers statues (and, at some locations, an actual Porsche standing in for the robot Mirage) were displayed at high-traffic events and locations, including SXSW in Austin and CinemaCon in Las Vegas. The global tour ultimately captivated audiences on six continents, including stops in New York, Mexico City, São Paulo, Singapore, Beijing, Tokyo, Sydney, Madrid, Berlin, and London.
The microsite was duly prepared and built to support rapid language localization and customization to meet needs on the ground in each country. As an accompanying element, it allowed spectators to explore the statues in AR to unlock exclusive posters, bonus videos, social stickers, and detailed character stats.
For anyone unable to see the statues in person, an "At Home" web AR site provided another exciting opportunity.
In a detail-oriented process involving both automated processes and traditional, "by hand" 3D techniques, real-time animated robots were created from various models used in the actual film, allowing audiences to watch as Optimus Prime, Optimus Primal, and cinematic new-comer Mirage—a robot who converts into a classic Porsche—transformed right before their eyes.
Using the web AR site and its ability to capture and share pictures and videos of the thumb-stopping characters, audiences could enter the Transformers: Rise of the Beasts Giveaway for a chance to win a trip for two to the Porsche Experience Center in Los Angeles, California.