Enter Moxy Universe
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Moxy Universe, Play beyond campaign case study video
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CLIENT: Marriott - Moxy Hotel
AGENCY: Media.Monks
ROLE: Creative Group Head
Moxy Hotel is a Marriott brand targeting the fun hunters, the young that travels to play and have fun. With the rise of a new digital native generation, Moxy Hotel started looking into new innovative experiences to fulfill their need.
We came up with Moxy universe Play Beyond, a campaign that brought digital to physical space, merging them to create the first immersive augmented hotel experience across APAC.
The experience starts online with an avatar creation mini-site where travelers can choose between more than a billion possible combinations.
They can then virtually visit all Moxy Hotel locations through their personalized avatar and book a room.
Once in the Hotel, on top of the usual Moxy Hotel experiences, they enjoy an additional layer of fun through multiple immersive AR experiences covering every key Hotel feature.
In this project, I was responsible for the overall 2D animations and on-site immersive AR design, as well as helping with the avatar design.
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Moxy Universe, Play beyond campaign case study video
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The Moxy Universe experience starts online, with the creation of a fully personalized avatar.
Visitors can switch between different animated poses, and visit all the Moxy Hotels in APAC through their avatars while being invited to book a room.
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To give maximum personalization to the fun hunters, we created assets that allowed more than 1 billion possible combinations.
We used different color palettes across the designs to ensure an aesthetically pleasing overall harmony.
The 3D features are optimized low polygon models ensuring fast downloads and phone rendering.
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Once at the Moxy Hotels, travelers can immerse themselves in life-size AR experiences in every key location.
They can enjoy an Avatar drink buddy at the bar, pose for pictures in the lobby, get thematic snack suggestions at the Grab n go, meet a virtual coach in the gym, and keep the party going in their room.
These AR experiences feature their previously created avatar and are designed to work as photobooths to enhance shareability.
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The AR experiences are featured across the 12 APAC Moxy Hotels.
We used easily installable and flexible AR markers placed across the hotel's key locations coupled with smart AR experience designs to make them work seamlessly across every location.
Each AR experience is life-size and designed as photobooths for people to immerse themselves in and share online.
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