Red Bull: Flying Bull AR Game
Building on the positive reception of the previous campaign, I had the opportunity to develop an AR mini-game that combines endless runner mechanics with one of Red Bull’s most iconic hallmarks.
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. The national 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, Enlive Studio was tasked to develop an AR experience that promotes the competition and activates more participants through social media. The challenge was to implement Red Bull’s idea of a “digital sketchbook”, that allows the players to draw something while using the Instagram camera. Since there's no native drawing feature on the Spark AR platform, we needed to improvise.
Through a carefully optimized workaround, we managed to create a digital doodle experience that actually requires some artistic talent to succeed. Just like the competition’s emphasis on raw expression, simplicity ultimately made the campaign effective and engaging.
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