Once our creatives understood the ask, the direction of an augmented reality experience was a strong solution for the brand. The mixed reality experience would allow shoppers to gain additional interactive elements that would come to life when scanned through a smart phone camera. The fact that most of the target market have access to a smart device seemed the stronger options versus a VR experience, where participants would need to queue in order to wear a headset containing the experience.
The idea utilised the campaign photography and the illustrations within them to create 3D animations that would activate at different points throughout the store. This activation would then transport the viewer to the crocs Mega Crush City and immerse them in a hybrid world, in turn giving the user an opportunity to place themselves with the campaign and share on their social feeds.