February 2013

Spider-Man's Web Slinger AR App

Dane Aleksander—graphic artist in Halifax, Nova Scotia.

Following our collaboration with Marvel on the Super Hero AR app released in May 2012 with The Avengers (film, 2012), Ad-Dispatch and Marvel Entertainment embarked on a second ground-breaking augmented reality marketing campaign. This time we partnered with Sony and Walmart… and brought The Amazing Spider-Man (film, 2012) to stores across North America through an augmented reality app on your mobile device.

Our main menu was the first 3D UI developed at Ad-Dispatch and was quickly adopted as our standard approach to user flow for its simplicity and visual dimension. Branding was a balancing act. Perhaps the most difficult challenge was establishing a set of thorough and non-intrusive instructions, which at the time was considered a requirement to give a step-by-step tutorial for augmented reality. I designed the user flow and directed the user interface design of Spider-Man's Web-Slinger app. I was also responsible for the technical direction for animation. This meant optimizing the character model, character rig, and shader maps for our target range of mobile devices.