Augmented Reality Character and Instagram Filter
Zimmy’s the latest character from Kellogg's for their latest cereal range Kellogg's Zimmys®. Already designed as an illustration on-pack, we had to bring it to life in Augmented Reality. Whether on your breakfast table or on social media channels, Zimmy flew through the web, playfully and emotionally connecting people to the brand. After Beiersdorf and Nestlé, Kellogg's is our third FMCG client to use playful augmented reality applications. An important and growing area, as it’s a great way to stay in touch with consumers in times of social distancing.
Digital extension: From QR to AR
Simply scan the QR-Code on the box of cereal for the dragon to come to life in 3D. A sleek and minimal landing page acts as a gateway to the animated AR experience. Thanks to a special file format, accessing Zimmy didn’t need any special app to be downloaded. Key to making the experience available to everyone. But Zimmy’s journey didn’t stop there. Once the character was animated, it could flutter through social media as a filter and sticker on Instagram.
Character Design - 2D becomes 3D
One of our biggest challenges was transforming Zimmy from an 2D illustration into a real as life three dimensional and animated character. After sketching Zimmy in different poses, we were able to design, rig, and animate a 3D model. Giving it life like movements and poses. Based on our experience in design and animation of special 3D characters, Zimmy could quickly be experienced live and in AR. Once the animations were final, we had to find a way to bring these onto the different operating systems (iOS and Android): with the highest possible quality. That meant we couldn’t use the most complex character rigs.
Social media integration
Using Universal AR file formats
Our focus was on ultra-accessible formats that could be accessed by the majority of consumers without any need to install additional software. Both Apple and Google provide viewers for 3D formats that can be used out of the box with most smartphones and tablets – USDZ and GLTF.
Easy access via QR-Code and Landingpage
By scanning the QR code on pack, users are directed to a specially designed landing page for mobile devices, which activates the AR character in front of them. With the AR software from Android and Apple already on your smartphone, you can watch Zimmy fly and sit and look around - whether in the kitchen, home office or on the table. All it takes is a scan and a click - no need to download another app.
Behind the scenes
Zimmy was painstakingly transformed from 2D to 3D. Here’s the process. A time-lapse screen record video taken over the entire process.