MILESTONE
ARCHIVES
Only 2% of superheroes and less than 6% of comic book creators are Black.
To inspire young fans, Ally teamed up with Milestone Media & DC to build an immersive, multi-level AR experience celebrating Black characters on a platform better known for its selfie lenses.
(We also made a selfie lens.)
We modeled our space on the Guggenheim, designing it along a vertical axis and using Milestone comic books as elevator buttons.
We launched MILESTONE ARCHIVES at SXSW, and invited comic book fans in ATX to try our AR experience IRL.
Then we made it available to everyone with a national Snapchat lens takeover, and ran OOH ads in targeted markets from NY to LA.
Press
Adweek | Pop Insider | Marketing Dive | Clube de Criação | VRScout
Made at R/GA with Andrezza Valentin, James Dick, Luis Aguilera, Jon Klein, Nick Choremi, Vitor Lessa, and our friends at Plai