Case Study: Bing Agency Awards AR(t) Mural

AUGMENTED REALITY SPECIALISTS
PHYSICAL + DIGITAL EXPERIENCES

PROJECT: AUGMENTED REALITY MURAL

Enjoying its second year, the Bing Agency Awards
recognizes the top creative minds in Search Advertising
in a gala Oscars-style celebration. The purpose of the
event is to galvanize the Bing Ads client network and
increase awareness for the Bing brand and platform
among industry inﬂuencers.
EVENT
To position Bing at the forefront of technological
empowerment by creating a 8’ x 8’ work of art to serve
as (A) a physical step-and-repeat photo opportunity for
the event, and (B) an Augmented Reality (AR)-enabled
activation – viewable by guests on mobile device – for
Bing’s social storytelling.
FEELR OBJECTIVE
BING AGENCY AWARDS: 09.14.17 / CAPITALE, NYC
AUGMENTED REALITY MURAL | 3 OF 21

IDEATION: RESEARCH / ART + AR CONCEPTS

The aesthetic theme for the event was 1920s “Old Hollywood.” Feelr’s research led to the Early Twentieth Century
street posters of Czech artist Alphonse Mucha. Some of the earliest forms of outdoor advertising, these iconic
Art Nouveau images represent the infancy of “urban art.”
IDEATION: RESEARCH / HISTORICAL PERSPECTIVE

IDEATION: ART CONCEPTS PHYSICAL
CONCEPT 01: “STARLET”
• Old Hollywood glamor
• Speakeasies
• Art Deco architectural detailing
CONCEPT 02: “SWINGERS”
• Harlem Renaissance
• 1920s Optimism, Exuberance
CONCEPT 03: “JAZZCAT”
• The Jazz Age / Roaring Twenties
• Innovation

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The following features are discoverable only through Feelr’s Augmented Reality app, a free download for iOS and Android.
CONCEPT 03: “JAZZCAT”
1. Animated cityscape background, neon
2. 3D music notes drift from horn, float
3. Lighting effects pan, change color
CONCEPT 02: “SWINGERS”
1. Animated cityscape background, neon
2. 3D music notes float throughout scene
3. Bubbles float and sparkle
CONCEPT 01: “STARLET”
1. Animated cityscape, klieg lights
2. Circular pattern animates
3. 3D smoke drifts throughout scene
4. Bubbles float and sparkle
IDEATION: AUGMENTED REALITY CONCEPTS

IDEATION: FINAL ART CONCEPT / “JAZZCAT”
Bing selected Concept 3, “Jazzcat,” for the mural. Based on this concept, the Feelr team commissioned an artist to create
an original work in concert with their AR team. The digital sketches below represent the product of that collaboration.
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1. Bubbles animate 2. New York cityscape 3. Three-stage neon
4. 3D musical notes 5. Jacket detail 6. Facial features
BEFORE
AFTER

PRODUCTION: ARTIST / CREATIVE / DOCUMENTATION

PRODUCTION: ARTIST EXIST1981
Drawing from its extensive network of artist relationships, Feelr commissioned shadowy El Paso, Texas-based street artist
Exist1981. Trained in both studio art and graphic design, Exist is one of the early adopters of Augmented Reality integration
into the process of muralism. His work can be seen in the streets all over West Texas and Southern California.

PRODUCTION: CREATIVE / BUSHWICK, BK
CANVAS: 8’ X 8’ WALL EARLY STAGES: PROJECTION + MASKING

PRODUCTION: CREATIVE / BUSHWICK, BK
HAND-PAINTED ROUGH SKETCH

PRODUCTION: DOCUMENTATION / BUSHWICK, BK
Storytellers at heart, the Feelr team always incorporates end-to-end video documentation of their projects.
Feelr AR Engineer Josh Hassin animates the artwork.Artist Exist1981 talks about his inspiration behind the mural. Feelr Co-Founder Jonathan Keith discusses the project vision.
Microsoft’s Geoff Colon (client) talks about the brand’s strategy.Going to great heights to capture the creation process. Feelr DP Jesse Patch captures the mural’s assembly at the venue.

RESULTS: FINISHED WORK / REACTIONS / TESTIMONIALS

RESULTS: FINISHED WORK / VIDEO
IN SITU VIDEO: GUEST ENGAGEMENT WITH AR

RESULTS: CROWD REACTIONS
In the immediate timeframe before this private event and activation, Feelr’s AR app was downloaded 527 times.

RESULTS: CLIENT TESTIMONIALS
“The Feelr guys are hybrids who understand how to merge the physical and digital worlds together. When you deal
with AR, you have to speak with people who understand the physical creative world as well as the digital world. If
you just go and talk to a programmer, you’re not going to get the best experience because you have to understand
how people are going to engage with it in the physical world. Feelr is one of the few agencies that really plays in this
area. There are many out there that are going to sell these solutions, but they’re not going to do it end-to-end.”
GEOFFREY COLON
MICROSOFT ADVERTISING
SENIOR MARKETING COMMUNICATIONS DESIGNER
“Bing collaborated with the Feelr Media team to bring to life an incredible Augmented Reality mural which was the
centerpiece of the Bing Agency Awards cocktail reception and biddable in a silent auction during the awards
show. In our second year of this event, we were keen to give our guests an installation that would really get them
thinking about how the creative and digital worlds can blend together. Throughout the project the creativity and
collaboration from the Feelr team were palpable and they were incredible to work with, ensuring that every detail
was taken care of. The mural itself exceeded all expectations and literally became the talking point of the evening!
It was a total honor to work with Evan and Jonathan who added so much to the event.”
KATHERINE EILLS
BING ADS
SENIOR PARTNER MARKETING MANAGER

DEMONSTRATION: EXPERIENCE AR RIGHT NOW!

DEMONSTRATION: TRY IT FOR YOURSELF!
Feelr has a proprietary app
for Augmented Reality
experiences. You can try this
right now using the image
marker on the Right.
2. AIM + FRAME the entire image at Right in your camera viewﬁnder
3. WATCH the “Jazzcat” magically come to life in AR
1. DOWNLOAD + OPEN the LOOKiT AR app on your smartphone:
iOS: http://apple.co/2iOPNt5

Android: http://bit.ly/2iNQTFc

Case Study: Bing Agency Awards AR(t) Mural

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Case Study: Bing Agency Awards AR(t) Mural