The Juno Awards 2021
Not able to take place in its usual physical form because of Covid-19, The Juno Awards wanted an AR experience that could bring the ceremony to life in the comfort of viewers’ homes.
As Canada’s biggest music award ceremony, the Juno Awards provides large visibility to the contributions of the country’s music scene in North America, where it can be overshadowed by the US market. The Juno Awards therefore wanted an AR experience that would highlight a pride for Canada’s musical heritage, with Canada being the home to many talented, renowned musicians across a range of genres.
The Juno Awards decided to commission two AR experiences called ‘Personas’ and ‘On-Stage’. These AR experiences were built for Instagram, where The Juno Awards has a followership of approximately 32,000.
For the ‘Personas’ experience, the user switched between four face filters representing iconic Canadian musicians: The Weeknd, Oscar Peterson, Shania Twain and Alanis Morrisette. The face filters drew from notable looks and outfits from past public appearances and music videos. The user could adjust the size of the face filter using the slider on the right-hand side of the screen.
In the ‘On-Stage’ experience, the user effectively pretended to be an artist receiving a Juno Award themselves. Stage lights and confetti made up the user’s screen backdrop, whilst in front of the user was a 3D Juno Award trophy and a 3D microphone into which they could speak to address their imaginary audience.
The user could also control the audience’s reaction by swiping across three different icons: a no-sound icon for a muted response, a happy-face icon to elicit cheers from the audience, or if they wanted a less complimentary response, they could opt for the sad-face icon for boos and jeers.
Scan the following QR codes to try these experiences on Instagram: