Red Bull Doodle Art AR Experience

The Red Bull Doodle Art competition is all about imagination and embracing creativity through simple means. Participants from all over the world are invited to submit their best pen or pencil doodles to be reviewed by expert juries on multiple levels. National winners receive access to a mentor and move on to the World Final. The finalists are invited to a three-day workshop, where a final winner is selected. It’s an inspiring event that fosters the creativity of young artists, offering them a unique platform to grow, connect, and showcase their talent on a global stage.

For the 2022 edition, the Enlive team developed an AR experience to promote the competition, activating more participants through social media. To run on Instagram, the tricky part was implementing Red Bull’s idea of a “digital sketchbook” — not as simple as it sounds, since the Spark AR platform doesn’t offer any drawing functionality.

We approached this obstacle with a carefully optimized workaround, and in the end, managed to create a digital doodle experience that turned out to be quite challenging. Just like the competition’s emphasis on raw expression, simplicity ultimately made the campaign effective and engaging.