GENESIS x CFDA
GENESIS HOUSE
OVERVIEW
MATTE Projects enlisted our support for a holiday campaign at Genesis House, in collaboration with the CFDA, to create a unique three-month experience. The campaign featured custom-wrapped vehicles displayed in the Genesis House showroom, with a series of Instagram-AR activations that transformed the showroom into a copper winter wonderland. The goal was to create an immersive AR experience that brought the cars to life, captivating visitors and integrating seamlessly with social media.
CHALLENGES
The main challenge was leveraging Spark AR Studio’s limited spatial tracking capabilities to create a dynamic AR experience. The client wanted the cars to appear as if they were progressing through the streets of New York City, but the platform’s spatial tracking, occlusion, and marker tracking awareness posed significant limitations. Additionally, replicating the movement of the cars required building a moving floor effect and obstacles around the stationary vehicles, pushing the boundaries of what could be achieved within the platform.
OUR APPROACH
To overcome these challenges, the showroom was replicated in 3D to understand where to strategically place a floor marker for the desired effect. A fully animated world was then built around a virtual replica of each car model (four in total), allowing for tracking of the physical vehicles in the showroom with only a 2% variance. This setup enabled the cars to blend seamlessly with the AR environment, simulating motion while maintaining nearly perfect object occlusion, despite the platform’s inherent limitations.
The AR experience was designed to be self-sustaining, allowing users to engage effortlessly by scanning a QR code on the vehicles, which redirected them to the Genesis House Instagram page where the experience lived.
RESULTS
The campaign achieved near-perfect object occlusion, creating a visually stunning and immersive experience for thousands of users who interacted with the AR activations. The experience received significant engagement on Genesis House’s social channels, serving as an example of how innovative technology can be used to elevate showroom displays and holiday campaigns.
