HBO’s “His Dark Materials”- Augmented Reality Ad Experience

Project Role: Lead Designer- Yahoo Creative Studios Ad Team

Process and Teams:

My role included creating concepts to sell our in-house Augmented Reality tool, using Walmart’s products that would be most successful for Augmented Reality. I worked with the following teams from concept to launch.

HBO- Client and HBO’s branding agency.

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.

Outcome

HBO worked with Verizon Media, ACT, and Ryot Labs to promote the second season of "His Dark Materials," with augmented reality (AR). The campaign marked the first time that an entertainment brand used Verizon Media's AR ads. Mobile users were shown an AR ad unit that let them see a 3D version of a daemon, which is an animal-like manifestation of a person's soul in the show. We got picked up by mobile marketer, Broadcasting & Cable and Campaign US, highlighting the partnership.

The Immersive Composer Tool

Projects with Augmented Reality within my portfolio were built with our in-house Augmented Reality Tool. My role with this tool has been to help with design, test functionality, create the guidelines and documentation for each version roll-out. I meet bi-weekly with the team to give feedback on the system, usability and ideas to help grow the tool. I have been involved from concept to launch.

I meet with leadership and sales to give updates on the tool, and teach the Yahoo Creative Studios design team the latest features and have created design templates for client customization, to help sell the project.