HALLMARK AR
THE CHALLENGE
Create an AR cake topper that fits within the Hallmark brand in an effort to reduce plastic waste and enhance celebration & intimacy through animation.
Project Overview
THE AUDIENCE
20-35 year old millennial and Gen Z couples who are leaning into the trend of micro weddings and elopements.
MODERN LOVE
An inclusive and adaptive elegant wreath that represents the new joint lives of adventurous couples.
Modern Love
Our design includes a wreath full of flowers representing new life and elegance. "Hand in Hand" represents equality and partnership between the married couple. AR is perfect for a Millenial and Gen-Z audience because they're familiar with emerging technology and are more conscious about being eco-friendly.
Research
Because of this trend towards micro-weddings and elopements, young couples are more eager than ever to have an accessible and exciting way to share a part of their ceremonies with friends and family members who aren't in attendance.
Exploration & Early Design
Type Exploration
We chose our phrase early on and experimented with different type styles and layouts through sketching compositions.
Early Model
Our earliest model concept explores the delicate wreath design. We started with a ribbon design and altered it to make the flowers more prominent.
Early Textures
Early texture explorations. We had to adjust the textures because of limitations when transitioning to AR.
Early Sketch
Our first sketch was a fuller wreath, but we cut back on the flowers for a better balance between type and embellishment.
Real World Implementation
Implementing AR
We explored multiple AR platforms including Brio, Zapworks, and Adobe Aero but ultimately chose SparkAR as an accessible means for couples to use and share their cake topper filters.
We created a design for the activator that reflects the finished cake topper for a beautiful and elegant look when the filter is not in use.
The filter tracks with the camera so you have a beautiful view of the wreath no matter where you're standing.
On the Web
AR Activator
Our AR activator is designed on wafer paper to be a beautiful addition to any cake.
Wafer Paper Product
Hallmark is able to reach their customers through the wafer paper activator for sale online and in store.
Simple Application
Customers are able to see how simple it is to apply the wafer paper yourself for a seamless yet elegant and working activator.
Credits
Julia Fogarty
AR, Design, Animation & Art Direction
Amanda Godreau
AR, Design, Animation & Art Direction
Software
Cinema 4D, SparkAR, Adobe AfterEffects, Adobe Illustrator, Adobe Photoshop