Card Drawings AR

The core concept was to create a "draw-it-yourself" AR experience where users could physically trace the lines of nine unique artworks to create and share their own personalized holiday cards.

STD.DEV was brought on board to engineer the spatial AR experience and the accompanying campaign platform for the "Closer Together" initiative.

The technical challenges were translating nine diverse hand-drawn illustration styles into a seamless 3D tracing AR experience for mobile, and developing a web platform that connected these artworks in the most efficient way to align with the climate-neutral initiative.

STD.DEV engineered a scroll-driven SVG path animation where the website's background mathematically interpolated the raw vector paths of the illustrations, fluidly morphing one artwork into the next as the user scrolled, thus eliminating the need for heavy preanimated pixel based techniques.

By replacing physical paper with a procedural AR experience, the campaign drastically reduced climate impact while still delivering holiday greetings and empowering users to share their digital creations.

STD.DEV delivered two core components: the campaign's AR-enabled platform, which used custom architecture to interpolate drawing paths in real-time as the user scrolled, and the spatial AR drawing engine that enabled the interactive "draw-it-yourself" mechanic.

The campaign website reinforced the theme of continuous connection by extracting raw vector data from all nine illustrations and using a custom architecture to interpolate the drawing paths in real-time as the user scrolled, eliminating the need for heavy media assets.

The spatial AR drawing engine engineered the interactive AR filters that guided users through tracing the diverse, hand-drawn lines of the nine global artists in their physical environment, allowing them to create personalized digital holiday cards.

The strategic goal was to celebrate Serviceplan's 50th anniversary and its climate-neutral initiative by creating a sustainable, interactive digital experience that allowed global connection and shared creativity.

The project aligned with the climate-neutral initiative by replacing physical paper greetings with a procedural AR experience and ensuring the web platform was environmentally lightweight by eliminating heavy media assets and using code-driven animations.

Nine international artists were united to create a diverse series of bespoke illustrations exploring the concept of "togetherness" in isolation, which users could then trace using the AR experience.