Toronto's Luminato Festival is a 10-day city-wide celebration of Arts and Creativity. As a sponsor, beauty brand Lancôme challenged us to come up with a unique digital experience that would connect with Luminato's theme of participatory art.

Given that the majority of the festival took place in the great

outdoors, we decided to push the creative boundaries of mobile

technology by creating a 360 degree augmented reality art gallery that attendees could view in the sky around them. Inspired by Lancôme's real life gallery exhibit, our virtual gallery featured the work of 20 top Canadian fashion and beauty bloggers.

The user experience began with an app that enabled festival-goers to view the augmented reality experience in a geo-fenced area. To spread the word and encourage others to participate, a simple tap allowed viewers to share works of art via Facebook, Twitter, and Pinterest. Everyone who downloaded the app had a chance to win one of five $500 Lancôme gift prizes.

As participants viewed our virtual gallery, they were actually creating art at the same time. By using mobile crowd-tracking software to triangulate and track where users were focusing their phones, these hot spots became the colours of one final art piece: the world's first human generated heat map logo.