Eating Our Way To Extinction –
Earth-Skull

eating our way to extinction augmented reality

The challenge

Eating Our Way To Extinction (EOWTE) is a documentary film, produced by Broxstar Productions and narrated by Academy Award-winning actress Kate Winslet, that explores the ongoing environmental and ecological challenges that the food industry presents to our planet.

Ahead of EOWTE’s premiere at Odeon Leicester Square in London—the first time the iconic cinema held a documentary premiere—Broxstar Productions wanted to target Generation Z users who are highly engaged with and passionate about environmental issues.

Broxstar Productions decided to engage celebrity and influencer guests at the premiere with an AR effect of the striking Earth-Skull featured on the Eating Our Way To Extinction poster, so that they could capture it with their smartphone and share with their Generation Z followers.

Our approach

Our solution was an augmented world effect that could be accessed on Instagram, where plenty of Generation Z web users congregate.

Guests at the premiere were asked to scan a large QR code found on the foyer floor of Odeon Leicester Square with their mobile cameras, before being directed to the effect via Eating Our Way To Extinction’s Instagram account, @eating2extinction.

The augmented world effect was created by converting the 2D Earth-Skull logo found on the poster into a 3D model. Upon QR-code activation, each guest could place the 3D Earth-Skull logo anywhere in front of them. On-screen prompts allowed the user to resize the skull and rotate it either clockwise or anti-clockwise for a dynamic AR experience.

Afterwards, influencers and celebrities had the option to capture a photo of themselves standing next to the virtual Earth-Skull with their back-facing camera, before sharing it with their Instagram followers.

Outcomes

Eating Our Way To Extinction premiered at Odeon Leicester Square on 8th September, with 75% of guests interacting with the experience.

Based on the response to this AR experience, Broxstar Production revealed that they would be interested in using it for subsequent social media campaigns to drive more awareness for their documentary.

Experience the effect here:

Working on this project was truly a privilege. The entire Poplar Studio team working on the AR experience were incredibly moved by the nature of the documentary and we wanted to create something that would not only do it justice but also be a visual representation of the message the documentary conveys.

David Ripert, CEO at Poplar Studio