This summer, Dallas-based creative studio Post Asylum / Element X brought two mobile AR/XR experiences to life for We Are Alexander. Dr Pepper cans, 12-packs and POP displays became gateways to interactive consumer experiences.
Dr Pepper’s limited-edition 16 oz. Celebration Can was designed by We Are Alexander to thank U.S. military service members and strengthen brand connection. A QR code on the can launches a patriotic AR celebration featuring a 3D fireworks and drone show, patriotic music and a personal message of thanks.
The Memorial Day to Fourth of July activation generated 16,579 QR code scans, a 27% increase in display requests and an incremental 50,000 16 oz. cans sold.
The second activation, Route 66, takes consumers on a very different journey. As part of Dr Pepper’s Celebrate America’s 250th campaign, specially marked 12-packs send consumers on a virtual road trip down the iconic American highway. The activation generated 36,655 views.
Scanning a QR code turns the phone into a ‘magic window’ for a 360º XR experience. Users can look in any direction as they travel from Missouri to Arizona, discovering retroinspired roadside attractions and Dr Pepper landmarks along the way. A final billboard provided a link to enter to win a Ford Bronco.
We Are Alexander partnered with Post Asylum / Element X on visual development and user experience design for both activations. Post Asylum/Element X handled 3D animation, motion design, post-production, music, sound design, web AR/XR programming and hosting.
“What excites us about these projects with PA / EX is how seamlessly the physical and digital experiences work together,” said Roberto Saucedo, SVP Group Creative Director at We Are Alexander. “Any package or POP display can become the starting point for a story or a moment of meaningful connection with the brand.”
The two activations showcase different sides of mobile AR/XR. One creates a moment of gratitude. The other turns a familiar product into an invitation to explore.
Post Asylum / Element X creates original content for agencies and brands across media. Its capabilities span video post-production, 3D animation, motion design and turnkey video production, along with original music and sound design through Pure Evil Music & Sound Design. The studio specializes in custom AR/XR mobile experiences, connecting physical brand touchpoints with interactive digital storytelling.
CREDITS:
Agency: We Are Alexander
SVP Group Creative Director: Roberto Saucedo
Assoc. Creative Director: Aaron Aryanpur
Sr. Art Director: Kristi Maddux
Account Executive: Wendy Elizardo
Creative Studio: Post Asylum / Element X
Executive Producer: Graham Hagood
Executive Creative Director: Chad Briggs
Sr Programmer: Steven Kiesewetter
3D Animation: Vincent Lo, Mathew Nith
Sr Motion Designer: Jason Rojas
Original Music and Sound Design: Gary Parks – Pure Evil Music
