La Roche-Posay x US Open
Role: Creative direction, development
Medium: Mobile Augmented Reality
Client: La Roche-Posay
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.
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.
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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.
