La Roche-Posay x US Open


Role: Creative direction, development

Medium:
Mobile Augmented Reality

Client:
La Roche-Posay 
 
As the official sunscreen partner of the US Open, La Roche-Posay tasked the Mill team with creating an AR game that educates about sun exposure while entertaining users both on site at the Open and at home. We created a plane tracked tennis themed mini-game that gets the audience active while avoiding the sun. 


For this project we were tasked with creating an interactive AR experience that could activate on site at the US Open. I handled creative direction and development, and decided to open the experience up so that it could be played on any flat surface. 










The Gameplay

The game starts by showing the user a brief guide stating the games objective, avoid the sun while collecting the tennis balls and La Roche-Posay sunsceen. Once the directions are dismissed they must place the half court by tapping the sceen, thus anchoring it to their space. The user can then sprint around the half court until the game ends, in the 15 seconds it takes to record a story.

This activation was promoted on site at the LRP kiosk at the US Open as well as on socials through an augmented paid media campaign.