About
Fuse movie art and modern technology into an augmented-reality experience. Apptension was approached by The Mill, a VFX and Creative content studio, to deliver an AR mobile app promoting Welcome to Marwen - a new Robert Zemeckis film by Universal. We were to partner with The Mill’s technology team to transport app users into the movie itself.
Challenge
Advanced AR technology and master storytelling
Users are introduced to the app and its technology by Zemeckis before the scene plays. Inside the scene, users can meet the characters and explore the environment. They can even snap a photograph from their favorite angle and then share the image on their social platforms as a Marwen digital postcard. Additional activities include character bios, photo galleries and behind- the-scenes content.
Process
A seamless blend
Aurelien Simon, Executive Producer of Emerging Technology at The Mill in Los Angeles, comments, “This impressive AR app drew upon numerous skillsets, tools and software solutions. From planning and architecting the app, mapping interactivity and reinterpreting the beautiful CGI assets from the movie for seamless real-time use. Given Robert Zemeckis’ inspiring history of revolutionary VFX innovations at the cinema, this project was the perfect opportunity to showcase a new approach to second screen content within the entertainment industry.
Solution
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