The Absolut Greyhound World augmented reality (AR) app launched October of 2012―set to take over Yonge-Dundas Square in Toronto, Canada. The location is one of Canada’s highest foot-traffic areas and Absolut rented every available billboard to engaged new audiences with a massive out-of-home AR experience as part of Absolut Vodka’s Greyhound World campaign. Partnered with Ad-Dispatch, traditional billboards added an interactive dimension and immersed downtown Toronto in the Absolut Greyhound World.
The app features the “Greyhound” track by Swedish House Mafia, and includes an experience that puts you in control of the mixer. The showcase experience was a chance to see the Absolut Greyhound World racers in AR in front of Absolut billboards in your city, and to select your greyhound in anticipation of another feature experience―a Guitar Hero style of gameplay Absolut Greyhound World race game. I produced the three AR greyhound models and rigged them to a single skeleton with three sets of many moving parts and ultimately an optimized character asset for our developers and for our audience in the mobile space. Animation, below, by our lead animator San “the man” Mathew.