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The digital communication program scheduled in the previous and following phases to the launch of Watch
Dogs Legion involved all the internal LABs, in a consequential process which starts from the individuation of the Marketing goals and arrives to the realization of the creativity. Our MARKETING & COMMUNICATION LAB identified the key-activities in the Social Media Strategy, entrusting the VISUAL DESIGN LAB with the graphics of the project, in terms of Visual Recognition and coordinated image.
The synergic collaboration between the departments lead to the creation of the first draft of the Filter: the
AUGMENTED REALITY LAB, supported by the 3D LAB, then refined the animations for TvBoy’s artwork. The
link between the online and offline environment is therefore represented by the graffiti itself, given the
possibility of using the dedicated IG Filter in AR for “animating” the composition, accessing a new layer of
The other side of reality
Filter in Augmented Reality.
Immersive experience, digital interaction, and art interpretation are the three fundamental
characters of the IG Filter in AR. Resistance, iconically represented by the
woman waving her stick in the air, fights against the Oppressor, an organization
which penetrated widely in the territory by monitoring the citizens.
Social Media Management.
The communication activities consisted in a Teaser phase, with Video Concepts with
the claim “MILAN RESISTS”. In terms of Engagement, we created dynamic
Stories in videogame style, in order to show Milan in an
“Hacker” way. Regarding the Conversion, the main goal
was to use the filter in order to see the artwork and the city
through smartphones, as well as through the eyes of Resistance.
The dedicated LAB for the creation of customized audio-tracks took
care of the process of the sound component. We focused also on the
metaphoric value of the soundtrack, floating between deep and
metallic sounds, standing for the oppressor and the interferences
caused by the Resistance, restlessly seeking to subvert the relations of power.
The SOUND DESIGN LAB produced the acoustic base of the Trailer and then
adjusting part of the sonorities in a customized version of the IG Filter.