Deadfellas, the number one NFT project out of Australia, enlisted our team to enhance their presence at NFT NYC 2022. Tasked as XR developers, creative directors, interactive designers, and motion specialists, we were responsible for creating immersive AR experiences and motion loops that complemented the fabrication and scenic design at Elsewhere in Brooklyn, New York. Our deliverables included AR filters showcasing atmospheric bats inspired by the Deadfellas NFTs and four 20-second motion loops to be displayed during presentations and performances throughout the evening.

The project presented a series of creative and technical challenges. One of the primary hurdles was designing AR characters (bats) derived from Deadfellas NFTs that balanced creative freedom with the sensitivities of NFT holders. The bats had to be visually compelling and on-brand while respecting the rarity and perceived value of the original NFTs. Another challenge involved optimizing the AR filters within Spark AR Studio, which required high fidelity while adhering to file size limits and supporting real-time spawning of bats in users’ environments.Additionally, the motion visuals needed to integrate seamlessly with the event’s physical space and the Deadfellas “Horde Takeover” aesthetic. Ensuring the visuals complemented the fabricated scenic elements without clashing creatively was essential. Finally, the motion designs had to loop infinitely, requiring clever transitions to maintain engagement and storytelling without disrupting the flow of the visuals.

To meet these challenges, we adopted a dual-track approach, focusing on the AR experience and motion visuals simultaneously. For the AR component, we began with custom illustrations to define the look and feel of the bat characters. These designs were then translated into 3D models using Blender, followed by AI optimization to reduce poly count while preserving the models’ intricate details. The AR experience was built in Spark AR Studio, deploying world-anchored bats with tracking capabilities that responded dynamically to user environments. The entire experience was activated through strategically placed QR codes, allowing attendees to access the feature via Deadfellas’ Instagram.For the motion visuals, we developed hybrid environments by combining sourced and custom assets in Unreal Engine. This approach ensured maximum fidelity while enabling efficient rendering. First-person POV shots were crafted to immerse viewers in the scenes, creating a sense of being part of the environment. Each scene was designed to transition seamlessly into the next, forming a cohesive storytelling loop that played continuously while maintaining engagement.

The Deadfellas activation left a lasting impression, both at the event and beyond. The AR filter was used over 10,000 times during NFT NYC, remaining accessible through Deadfellas’ Instagram for continued engagement outside the venue. The immersive visuals and AR experience enhanced brand perception, exciting NFT holders about the future potential of the Deadfellas ecosystem. Additionally, the event’s success attracted high-profile sponsors like DraftKings and helped fuel a subsequent partnership with Levi’s, demonstrating the transformative power of combining immersive storytelling with physical activations.By seamlessly blending AR innovation with high-fidelity motion design, the project set a new standard for how NFT brands can engage audiences and expand their reach through experiential storytelling.