Gorrilaz • Skinny Ape
2021 • XR • Culture & Community • United States • North America
Nexus Studios' immersive team partnered with Google's AR team to create "Gorillaz Presents", where the iconic band performed live in augmented reality in New York City and London using Google's ARCore Geospatial API.
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The big idea of the Gorillaz Presents campaign was to revolutionize the concept of musical performances by creating immersive augmented reality experiences in the streets of New York and London. The campaign aimed to bring Gorillaz fans together to witness the band play in real life, with the band members being depicted as larger-than-life figures towering over the iconic skylines of the two cities. The use of Google's ARCore Geospatial API allowed for a world-scale deployment of the augmented reality experience. The campaign received a highly positive response, with on-site crowds engaging in the performance and the online video garnering millions of views and thousands of downloads.
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The challenge of the Gorillaz Presents campaign was to create a groundbreaking immersive experience that revolutionized the concept of musical performances. Nexus Studios and Google's AR team aimed to transform the streets of New York and London into stages for the virtual band Gorillaz, using augmented reality technology.
The goal was to engage fans and create a larger-than-life experience, with the band members towering over the audience in iconic city skylines. The logistical challenge was to successfully deploy the experience on a world scale, using Google's ARCore Geospatial API, and to ensure that the public response was positive and enthusiastic.
The campaign ultimately achieved great success, with massive online viewership and thousands of downloads in the first week.
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The target group of the Gorillaz Presents campaign was primarily fans of the virtual band Gorillaz, as well as fans of immersive experiences and augmented reality. The campaign aimed to engage and entertain these audiences by providing a unique and interactive musical performance in real-world locations using augmented reality technology.
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The Gorillaz Presents campaign was a huge success, captivating audiences both on-site and online. The immersive augmented reality experience, powered by Google’s ARCore Geospatial API, transformed the streets of New York City's Times Square and London's Piccadilly Circus into stages for two groundbreaking musical performances by the virtual band Gorillaz.
The public response was overwhelming, with crowds of fans gathering to witness the larger-than-life characters of Murdoc, 2D, Noodle, and Russel towering over them amidst the iconic skylines. Online, the campaign garnered significant attention, amassing over 3 million views on Gorillaz's channels alone.
Furthermore, within the first week of its launch, Gorillaz Presents reached nearly 20,000 downloads. These impressive results speak to the success of the campaign in engaging and captivating audiences through immersive and innovative technology.
