Jae Salavarrieta - Batman V. Superman: Who will save the city?

My Role: Lead Designer/Art Director Client: General Mills & D.C Comics Agency: Ultra

We had a great opportunity to work closely with the Ultra agency in helping to shape the back panels on General Mills cereal boxes for an augmented reality experience utilizing marker recognition. For this short campaign, both the exclusive comic inside and the movie focuses on Batman and Superman rescuing kids and other people from harm's way. This plays perfectly into the premise of both the back panel and the Blippar experience. Even with the interactive quiz made up of simple mechanics, augmenting the cereal packaging into a 3D city adds an entertainment factor that works immensely for this younger target audience. AR campaign was present across all 5 General Mill cereals: Cocoa Puffs, Honey Nut Cheerios, Trix, Lucky Charms, and Golden Grahams.

I was the lead designer and Art Director for this campaign. I worked on the user interface and user experience throughout the process from planning strategy with the client and team to help shipping out the product.

Credits

Lead Developer: Hermes Frangoudis

3d Generalist / Designer: JoAnn Kang

Creative Director: Brian Morales

Design Decisions

Our decisions are all based on the overall goals, to help solve their problem to increase children’s engagement with the box itself and curiosity in AR

We wanted to connect more deeply with the younger audience by something fun and utilizing AR.

" Classes to dictate behavior of models (more of an object-oriented programming approach), Loaded all text dynamically on models, and relied heavily on 3D to build models/textures/animation paths (compacting textures, so multiple models used the same texture file with different UV's, full animation paths were built in 3D and used code to break them into multiple animations and used logic to play animations based on in-game variables) "