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Minions: The Rise of Gru AR Launch Campaign

Updated: Jul 8


Minions: The Rise of Gru hit theaters by storm during the Independence Day weekend. To help promote the launch of this new movie in the Minions franchise, our partner Universal Pictures asked Playhybrid to convert and optimize a movie pipeline animated 3D asset for multi-platform AR distribution. This was a great project for our tech CHEWI that was developed by our team to help brands reuse existing 3D assets and optimize them for multi-platform distribution.

For this specific project, Universal's media strategy relied on Tik Tok, WebAR (8th Wall) and Google Search AR. All of these platforms have different size limitations and specs requirements. Our R&D team was familiar with these platforms, but was excited with the opportunity to work with a complexe client asset and distribute to Tik Tok and Google Search AR as these were our first official AR projects on these platforms.


The animated sequence selected was Stuart dancing in full disco costume. The file received from Illumination included 1.79GB for the meshes and 225MB for the textures and required to be converted to less than 5MB on average.

Results are fluid, photorealistic AR effects that can be easily experienced on mobile and shared through engaging user generated clips.


Try the Tik Tok effect here and the WebAR experience here and get your groove on!


Want to partner with us and build unique photorealistic AR experiences? Give us a shout at LAX@PLAYHYBRID.COM !

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