It's Your Turn

Social AR Experience

My Hero Academia thrusts viewers into a world of superheroes, where professionals guide hero students until it’s their turn to protect the world. This trio of AR effects gave fans three different ways to harness the varied powers of the film’s most popular student heroes—mimicking the characters’ in-universe actions through UX interaction.

  • Thomas Roach
    Art Direction, 2D Animation, Visual Effects, Development

    Andrea Roepke
    Account Manager

Project Demo

Opportunity

To celebrate the launch of the new movie, My Hero Academia: Heroes Rising, we had an opportunity to invite fans of the series to learn how to use their superpowers and carry the torch—just like their favorite characters.

Challenge

Unlike previous AR executions, Toho Animation did not allow us to let fans embody the characters themselves, impacting static shareability and limiting us to only showcasing their animated superpowers.

Furthermore, fans of My Hero Academia identify with a cast of heroes that each have wildly different abilities.

Strategy

By selecting a diverse group from among the film’s most popular student heroes, this trio of AR effects gave fans three different ways to harness their favorite superpowers. To ensure an authentic experience that also complied with Toho's character restrictions, we painstakingly recreated the original 2D animated effects and mimicked the characters’ in-universe mannerisms through UX interaction.

In addition, by featuring videos of popular voice actors from the series using these filters across multiple social platforms, we inspired fans to broadcast their enthusiasm and get creative with the animated effects.

Results

Racking up nearly 600k impressions in the first week alone, this campaign helped propel the film into opening at #1 domestically and more than doubled the previous film’s domestic gross of $5.8 million, reaching $13.3 million in the US before being cut short due to the COVID-19 pandemic.

Licensor Demo Videos

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Need vision?

Let's get on the same wavelength.

Let's get on the same wavelength.


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