LA RAMS: AR UNIFORM REVEAL
Leading up to the 2020 season, the LA Rams had big plans - splashy free agent signings, the opening of their brand new state-of-the-art $6 billion palace (SoFi Stadium), and the unveiling of their widely hyped new uniforms. And then, COVID happened. In-person plans for their uniform reveal were cancelled. But with the sports world brought to a halt, the Rams were looking for a way to bring fans together.
So, through the power of the Snapchat Camera, we created the first-ever AR uniform reveal, giving Rams and NFL fans across the country a way to get up close and personal with the team’s bold new look.
Press Highlights:
Good Morning Football (center right)
SportsCenter on Snapchat (far right)
Stack of Smarties awards, with Levi looking on.
Award Recognition:
Clio Sports
Sliver: Innovation
Shortlist: Branded Entertainment & Content
Smarties
Gold: VR/AR/MR
Silver: Brand Awareness
Silver: Marketing Objective
Silver: Mobile Native
Silver: Mobile Social
Silver: COVID-19 Pivot Marketing
Silver - Product Launch
Building the Rams in AR from scratch.
Our world-class AR Lens team built 3D models of Rams stars Aaron Donald and Jared Goff using only high-res reference imagery.
Fans got an exclusive first-look at the new uniforms on Snapchat.
The AR Lens was promoted cross-platform with Rams players.
Fans could even scan the new Rams logo with the Snapchat camera to unlock the AR Lens.
Or use the selfie AR Lens to check out every detail of the home and away jerseys.
Senior Director, Creative Strategy: Jeff Miller
Head of Consumer Marketing, Content & Partners: Jill Kinney
Head of Production: Tim Newfang
Design Strategy Lead: Sean Lee
AR Lens Lead: Bogdan Maksymchuk
AR Lens Lead: Volodymyr Piven