XChange superheroes: a filter to experience the power of innovation.
We created the official Instagram filter of Reply XChange, the annual international event about the latest insights on tech trends.
The circumstances of this year made it possible to participate online only, through live streaming sessions and activities. That was the point of our mission: engage the audience and guarantee an immersive experience, even if remotely.
CLIENTS
REPLY
SERVICES
Art direction, Motion Design
How it works
The inspiration for this filter was the event theme, superheroes, representing the amazing possibilities offered by innovation. By opening their mouths, users turn into different superheroes whose names and superpowers recall a specific technological topic or discipline. Each comes with a personalised mask and hair colour. The filter includes background music too.
How we made it
We created XChange Superheroes with Spark AR, making sure the UX was very simple. The instructions at the beginning are clear and personalised to match the visual design.
We selected and recreated the most relevant elements of each superhero to make the different accessories and graphic frames on the background. Thanks to the face tracker, you can see the masks with a 3d effect and the names of the characters above follow the head movements. Also, we used the segmentation of the hair to change its colour.
How we launched it
We launched XChange Superheroes with a video posted on the Instagram page and projected during the conferences, inviting people to make their stories “super cool”.
Credits
Executive Creative Director
Francesco Milanesio
Lead copywriter
Chiara Fissore
Copywriter
Viola Ugazio
Lead art Director
Riccardo Albertazzi
Art Director
Andrea Gilardi, Arianna Passaggio
Motion Designer
Matilde Capello, Giulia Giordano
Project Manager
Stefano Alinovi
CONTACT
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