WorkWinston — WebAR & WebVR campaigns
Winston — WebAR & WebVR campaigns
Experiences designed for airport stores, redesigned for the phone when airports closed — Free the Beat, XS Mix and Sustainability.
The context
All three projects were designed for travel retail: in-store activations at airports, where the brand meets its customers. Then Covid closed the airports. The campaigns were ready, the budgets committed, and there was no longer anywhere to show them. We had to find another channel, fast, without betraying the brand promise, and with very few resources available.
My role
I chose to move to mobile, with WebAR and WebVR: experiences that open from a simple link, with no app to install, using image recognition to anchor the experience in the real world. I ran the whole production and part of the development. On the music side, I also composed the loops.
What it changed
Switching channels kept three finished campaigns from ending up in a drawer. Instead of waiting for airports to reopen, the brand could reach its audience directly on their phones, without relying on a point of sale or an app store. For the studio, it proved that a production designed for a physical place could be redirected to mobile without starting from scratch — at a time when nobody knew how long venues would stay closed.
What was delivered
Three mobile experiences: Free the Beat and Sustainability in WebAR, XS Mix in WebVR. Image recognition to trigger the experience, interactive music creation, and a technical chain built to run in the browser across a wide range of phones.
What remains
The best setup is not the one that was planned, it is the one that still reaches people. This project taught me to separate a campaign’s intent from its channel. It also reminded me that moving fast with little means forces you to choose what really matters — and then to do it yourself when needed, down to the music.
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