We partnered with Google and the world’s biggest virtual band, Gorillaz, for the release of their track ‘Skinny Ape’ and explore the future of music entertainment with a first of its kind immersive activation that would be specific to Times Square, New York and Piccadilly Circus, London. We set out to demonstrate how augmented reality can transform and interact with public spaces by creating a concert like no other using technology easily accessed from a mobile device. The augmented reality (AR) experience is featured in Gorillaz official music video and helps us drive thought leadership for the future of Google’s immersive computing

Harnessing the collective power of Google, the world’s biggest virtual band, Gorillaz and Nexus Studios’ expertise in virtual storytelling, we set out to create a large-scale AR experience. Blending the virtual and the real worlds to enhance live music experiences, the experience would later become a music video for Gorillaz’ new track, ‘Skinny Ape’. This project set out to help developers make AR real for today’s consumers & inspire creators to build innovative immersive experiences, while also driving awareness and adoption of Google’s Geospatial API which opens up 15+ years of Google Maps contextual and location-based understanding for developers to easily build world-anchored immersive experiences in 100+ countries, making immersive content more accessible and discoverable through first-of-its-kind integration with Google Maps custom banners.

Creating a free augmented reality concert in a public space that would wow the dedicated Gorillaz fanbase after 21-years of innovation was no small feat. Drawing from our previous work for Gorillaz, we set out to create two epic augmented reality performances utilising Google’s Geospatial API, so that for the first time ever, fans could witness them playing live. We repurposed the existing 3D models to work in a real-time pipeline and transformed them into intelligent, larger than life, virtual assets that could respond to the real-world environment and perfectly blend with the cities’ skylines. The concerts were announced nine days before the first performance in the press and with a massive digital and social media campaign utilising the full reach of the Gorillaz and Google channels.

The Gorillaz Presents project aimed to create a new kind of live music experience that blends the virtual and real worlds. The execution of this project was a complex mix of cutting-edge technologies, including real-time animation, immersive technology, and geospatial mapping. The project took place over two consecutive days in two different cities, New York and London, with different architecture and at different scales.

The placement of the augmented reality (AR) experience was carefully considered to create a visually stunning and immersive experience for the audience. Instead of focusing on one point of interest, the virtual action surrounded the viewer, with performances happening on top of multiple buildings and billboards. This approach was designed to enhance the audience's experience by enveloping them in the performance and providing a new kind of immersive experience.

To ensure audience safety and enhance user experience, geo-fenced areas were designated for walkable areas only. On-site staff, dressed in signature Gorillaz pink, were present to provide general assistance and free merchandise.

The project's brand relevance and design choices aligned with Gorillaz's innovative style. The AR versions of the Gorillaz members interacted with the physical world, enveloping the audience - the general public in a performance of their new single ‘Skinny Ape’. This approach was designed to create a jaw-dropping concert experience in heavily crowded areas, where traditional concerts would not be possible.

The successful execution of this project demonstrates the power of virtual concerts to captivate on-site audiences and push the boundaries of what is possible. It also showcases the creative application of real-time contextual data, real-time social trends, and demonstrates the potential of immersive technology and geospatial mapping to create new kinds of engaging music experiences.

The public response was off the charts. On-site, crowds too large to count collectively danced and sang to Gorillaz’s performance, and online, Gorillaz Presents amassed more than 3 Million views on Gorillaz’s channels alone, as well as global coverage in over 230 different articles, including the most coveted global publications including Forbes, HYPEBEAST, Tech Crunch, RollingStone, VRScout, and reaching nearly 20,000 downloads in the first week of its launch. We also took over some of the most famous Out of Home landmarks, including Northeast Domination in the epicentre of New York's Times Square, and London's Piccadilly Lights. Immersing thousands of city-goers in the world of Gorillaz, the multiple billboards included screens with bespoke 3D animations, a staged newsflash and the band's new album artwork. Pairing OOH with the immersive activation resulted in a first of its kind demonstration of the Metaverse at scale in public spaces.