We partnered with Gorillaz and Google to push the boundaries of immersive experiences with a first-of-its-kind activation using augmented reality to transform public spaces. Our goal was to create an augmented reality concert using easily-accessible technology from mobile devices, showcasing Google's Geospatial API and launching Gorillaz's new track 'Skinny Ape.' In under eight weeks, we creatively applied AR technology to provide a unique experience that pushed the boundaries of digital craft. The activation used a variety of emerging technologies, including AR, AI, mobile devices, real-time animation, video mapping, and virtual worlds to create a new reality for concert-goers in Times Square, New York and Piccadilly Circus, London.

The creative idea behind the Gorillaz Presents project was to push the boundaries of technology within digital craft by harnessing the power of Google, Gorillaz, and virtual storytelling to create an immersive and interactive live music experience for fans. Using augmented reality, the world’s biggest virtual band, Gorillaz were able to interact with the physical world, enveloping the audience in a performance of their new single 'Skinny Ape'. To deliver this concert experience in heavily crowded areas, the team took careful consideration of user experience, accessible technology, and the architecture of the landmarks. The project aimed to inspire creators to build innovative immersive experiences while driving awareness of Google's Geospatial API. This API 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 integration with Google Maps custom banners.

The execution of the Gorillaz Presents project was a creative application of immersive experiences that pushed the boundaries of technology within digital craft. The implementation involved cutting-edge technologies, including real-time animation, immersive technology, and geospatial mapping, which allowed for the virtual members of Gorillaz to interact with the physical world and envelop the audience in a performance of their new single 'Skinny Ape'. The placement of the virtual action was key to ensure the safety of the audience, and performances happened on top of multiple buildings and billboards to create a sense of scale and immersion. The execution also took into account the brand relevance, with staff dressed in signature Gorillaz pink and on hand for general assistance and gifting free merchandise. The materials, style elements, and design choices were carefully considered to ensure a seamless integration of virtual and physical worlds. The methods and process involved a tight timeline, with the event taking place over two consecutive days in two different cities with different architecture and at different scales. The touch points included the accessibility of the technology, user experience, and the architecture of the landmarks, which were all taken into consideration to create an engaging and interactive live music experience.

As the quintessential virtual band, Gorillaz have a history of over twenty-one years of bringing sensational sounds to a blend of real and digital spaces. They have a diehard fanbase who look for narrative clues in everything they put out, so weaving in easter eggs that’ll lead them to past and future segments of the ongoing story. From the very start, we were very clear, this is a live music performance, not an AR filter or stunt. It had to measure up to previous Gorillaz concerts and show real entertainment value in the Metaverse.