Meta AR Content Initiative
AR / Digital
As part of their commitment to harnessing the educational potential of AR, Meta worked with UNIT9 to produce a series of interactive AR effects, collaborating with key partners including BBC Studios, The V&A, NASA and the Museum of Art & Photography Bangalore. Built in Meta Spark – Meta’s AR creator platform – the effects were to serve as part of a wider research initiative looking into the effectiveness of AR as a learning tool.
Project Overview
Client
Meta, Museum of Art & Photography Bangalore
Role
Creative Director
My role in this project was to lead the AR effects supporting the Museum of Art & Photography Bangalore (MAP) workflow. I was part of the initial stage of the project, setting the tone for the workshops for ideations, working with the client to chose the appropriate art work to create educational content for. Additionally, I personally went to the museum in Bangalore to do final testing on the AR filters and supported them during the opening of the museum.
As part of the delivery, I was also responsible for directing the behind-the-scenes video.
My Role
AR effects are predominantly associated with brand marketing campaigns rather than as a tool to aid learning. So we needed to think creatively in order to explore the use of AR within educational and cultural environments and come up with a series of innovative immersive learning solutions.
To kick off, we held interactive workshops with Meta and MAP to explore the opportunities and use cases for AR within their organisation, as well as uncover what would appeal most to their specific audiences.
Following the workshops, we explored a number of AR concepts, all with the goal of teaching their audiences about an object, artwork, or idea of interest. Five effects were then commissioned for production over an 8-10 week period before being launched on Instagram and other Partner-owned channels, as well as the Meta Spark Hub.
For the Museum of Art & Photography Bangalore, we explored how art could be brought to life through AR. Users are able to help complete paintings by adding brushstrokes, assemble a tapestry via a jigsaw puzzle, and go behind-the-scenes at an Indian Shadow Puppet show to see how the artform takes shape.
The Execution
The Results
BTS Film supporting the project
Along with the AR experiences, we spoke to the team at MAP museum and capture their thoughts and thinking in regards to bringing AR into the art world.