LIVE AR Experience
LIVE sell hair dyes with a huge range of colours. The alternative hair dye sector has seen a growth with the popularity of mermaid and unicorn imagery in fashion and homeware products.
Celebrities such as Cate Blanchet and Helen Mirren[1] have appeared publicly with pink locks. Noomi Rapace with peach and Kylie Jenner with pale blue whilst the models of Marc Jacob’s Spring/SUmmer collection had pastel dyed hair.[2]
Part of LIVE’s main curent campaign is the discover” aspect where consumers are encouraged to learn more about the range of hair dyes available and how they can be used and styled.
LIVE’s 2019 TV advert includes the lines “statement silvers, bold brights and precious metals”[3] which alongside the whimsical colour range leans towards the imagery of fantasy worlds where magic can happen.
We used the idea from the narrative section of the Handbook to use simple story lines to create playable elements for an AR experience that can be accessed via an app on an audience member’s phone.
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During the experience audiences will be presented with a series of paths to choose from, sometimes they might follow a mythical creature or animal whilst at other times they must make their own choices. Along these different routes they shall find different characters from different fairy tales in well-known London locations and be spoken to by them.
Sometimes they shall come across objects or written clues that might help them at a later date whilst other times they may be actively seeking out items as part of the quest or riddle solving.
How do you prevent someone from talking?
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We introduced a magical element to the experience where a spell has been put over participants where they have the power to see and hear the world they find themselves in but no power to speak.
When you first open the LIVE AR app you will see the words:
“Speak you shan’t until the quest is done.
Listen to these fairy-tale riddles one by one.
Help those trapped in the unseen world
Where magic curses force them to Dwell”
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Our graphics department created these images by painting, drawing and collaging over famous London landmarks and common visuals that can be found around the city.
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•In one scenario a dragon flies around the Shard which has a thicket growing around it. You must defeat the dragon and cut down the thicket to release the princess who is being kept captive inside.
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•Big ben has become a magical tower that chimes out an Augmented Reality timeframe.
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•A magical light draws you towards hidden objects such as a riddle hidden inside a telephone box.
•A London taxi becomes a pumpkin. You must find the mice and secret spell to turn it into a carriage for Cinderella.
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•Lamps around Parliament Square have become hybrids with apple trees. Collect the apples for the evil queen. By helping her you will receive further clues.
•Cinderella has lost her shoes somewhere in London, can you find them so that she can defeat her wicked stepmother?
•In Hyde Park pastel purple swans wonder about. They are a princess’s brothers trapped by a curse. Help her turn them back before the moon falls into the serpentine
[1] Nouril, P & Temple, D [2018] As Cate Blanchett’s hair is dyed pink, we look at why pastel shades are surprisingly flattering [Online] Available at: https://www.telegraph.co.uk/beauty/hair/women-40-tapping-crazy-colour-hair-trend-find-right-shade/ [Accessed on October 12th 2019]
[2] Phillips-Niven, L [2019] Why Princess Pastels Are 2019’s Chicest Hair Colours [Online] Available at: https://www.vogue.co.uk/article/pastel-hair-colour-trend-2019 [Accessed October 11th 2019]
[3] TV ADVERT SONGS [2019] Schwarzkopf LIVE Advert 2019 – Drama – Song by Craig David and James Hype [Online] Available at: https://www.tvadsongs.uk/schwarzkopf-live-colour-advert-2019-craig-david/ [Accessed October 10th 2019]