Discovery Channel’s Shark Week- Augmented Reality Ad Experience
Project Role: Lead Designer and Developer- Yahoo Creative Studios Ad Team
Project
Discovery and Yahoo are bringing sharks closer to viewers with an augmented reality Shark Week campaign aimed at driving viewers to Discovery Plus.
The programmatic campaign, Shark Week IRL is built around AR filters for Instagram, Snapchat and Facebook that put the underwater predators into the viewers' surroundings.
Yahoo was a launch partner for Discovery Plus in January and helped generate subscriptions via programmatic ad campaigns across display, mobile, video, Xbox, digital out of home and connected TV.
Desktop ads with QR lead to AR
Nine different type of ads lead to Discovery Channel’s Augmented Reality shark during Shark Week 2021. Scan in the QR code and try for yourself.
Process and Teams
My role included creating concepts to sell our in-house Augmented Reality Tool, using Dicovery’s products that would be most successful for Augmented Reality. Additionally, using the tool I created nine experiences that launched from each ad. I worked with the following teams from concept to launch.
Discovery- Client and Discovery’s branding agency
Flowcode: This was our first launch using a QR code in our Augmented Reality Ads. We worked closely with the Flowcode team to learn best practices for design, copy, and CTAs.
Yahoo Ryot Studios- 3D modelers and the Engineers of our in-house Augmented Reality Tool.
Yahoo Analytics/Metrics Team- I engaged the metrics team to help with user-testing of our ads to understand how to engage the user in the experience. We created A/B design examples and tested them with different headlines, CTAs, images, ad types, and designs.