Old Spice
Overview
Old Spice x Superman: Turning Comic-Con Into an Urban AR Quest. Designing a geofenced WebAR experience for San Diego Comic-Con that transformed the city around the convention center into part of the activation. Fans could scan nearby QR codes, launch the experience directly in their browser, follow a surreal Superman-inspired beacon through the sky, and navigate toward Old Spice’s physical “Fresh Landing” installation.
Client
OLD SPICE
Role
UI/UX, Interaction & Motion Designer
Impact
9,000 average visitors per location • 80% engaged beyond 5 seconds • 30 sec average engagement time
Global Footprint
San Diego Comic-Con (SDCC) Brand Activation
Turning Everyday Foot Traffic Into an Interactive Quest. Comic-Con is crowded with competing activations, so simply building a strong installation was not enough. We extended the experience beyond the booth itself, using QR touchpoints around the convention center to invite fans into a location-aware AR journey before they ever reached the physical activation.
Distributed Entry Points
QR codes and posters create multiple access points across the event environment, bringing the experience directly into existing visitor traffic.
Zero-Install WebAR
Launches directly in the mobile browser, removing app-download friction in a fast-moving event environment.
Using the Sky as a Wayfinding Interface. Instead of relying on a conventional map alone, the experience turns the surrounding skyline into part of the navigation system. Users point their phone toward the sky, locate a branded cosmic beacon, and follow directional cues toward the activation site, blending functional wayfinding with the Superman-inspired campaign story.
Directional AR Cues
Combines heading, compass feedback, and environmental AR to keep users oriented while moving through the city.
Story-Led Wayfinding
Transforms navigation into part of the narrative, making the journey toward the activation feel like a discovery rather than a utility.
Connecting the Digital Journey to a Real-World Destination. The AR experience was designed as a bridge rather than a standalone moment. As fans followed the beacon, the digital layer gradually led them toward the physical Old Spice activation, turning online interaction into real-world foot traffic and completing the experience with a shareable branded moment.
Digital-to-Physical Journey
Uses AR navigation to connect distributed digital touchpoints with one central physical activation.
Shareable Capture Moment
Lets fans capture and share the AR experience, extending the activation beyond the event footprint.
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