3D EQ Animation on the Cigarette Pack

About the project

For one of the largest tobacco companies, we created a striking Augmented Reality-based smartphone app connected to the ‘Residence K’ music and design event series. Using the app’s built-in barcode scanner, holding the phone up to the side of the pack triggers the display of the corresponding 3D animation. First, a 3D blue spark animation runs around the edges of the pack on the phone’s screen, followed by a virtual, three-dimensional equalizer that moves up and down in sync with the music. Depending on the pack and the music, a different photo forms at the top of the equalizer bars, and the animation itself changes accordingly. The app also includes video and music content from the event, and through the calendar section, users can register for upcoming ‘AHEAD’ events directly within the app. Importantly, the content of the ‘AHEAD’ app can only be unlocked with the brand’s products already in the user’s possession, helping to filter access to age-restricted content. Our project is a great example of how Augmented Reality can — and should — be used in a truly meaningful way in communication.