The release of iPhone 13 campaign
I was commisioned to work on this first of a kind interactive H1DD3N treasure hunt.
For the launch of the iPhone 13 ToolOfNA collaborated with R/GA and Verizon to create this strange metaverse experience. We developed a large-scale AR installation that allowed users to experience a magical playground to find the Hidden iPhone 13.
Users can help grow this AR world by adding their own unique characters to the public installation.
The collaboration featured the newly released track “Darling”, from Grammy-nominated artist Halsey, as well as a partnership with the pop art collective FriendsWithYou, whose playful characters and world were the backdrop to this metaverse inspired AR experience. The user experience itself was centered around an AR treasure hunt, where users explored the world and interacted with characters, in search of a The Hidden 13, and the chance to win the new iPhone 13.
To reach users everywhere and allow this experience to extend across realities, we created 2 versions of the experience, one for users everywhere and another geo-fenced experience that worked at installations in 5 public locations around the country.