Tron Ares: The future of Cinema Marketing
I designed an engaging augmented reality (AR) experience that activates a promotional McDonald's box for the upcoming Tron: Ares film. By scanning the box’s QR code, users unlock an interactive digital experience that not only brings the Tron universe to life but also creates a deeper connection with fans while encouraging repeat engagement.
SERVICES
AR, 3D Modeling, Package Design, Marketing, Experiencial Design
Software
Adobe Aero, Adobe Photoshop, Adobe Illustrator, Blender, Figma
Problem
Tron: Ares needed a creative way to promote the upcoming movie while enhancing customer interaction with the TRON brand. The challenge was to develop a unique experience that would engage users and encourage sharing.
SOLUTION
I used AR technology to activate a TRON themed McDonald's box, guiding customers to a landing page offering McDonald's reward points and a TRON: Ares movie ticket purchase incentive. Implementing a collaboration between McDonald's and Tron: Ares not only allowed the promotional material to be more interactive but also provided audiences with a unique way to engage with both brands, enhancing customer loyalty.
The Box in Resolution
While creating the designs below in Adobe Illustrator, I revisited the only useful, visual representation available directly from the movie, at the time of designing this, was the official Tron: Ares poster. The main improvements from the sketches was the increased thinness for the lines and more diagonal or triangular shapes taking inspiration from Ares character’s official costume design.
From the grid to the Table
Digital Drafting
The initial sketches for the box art drew inspiration from a variety of abstract designs, within the TRON universe, that incorporated numerous futuristic shapes with curved, or straight, lines with circular cap ends. The only available promotional item I could reference was an image of Jared Leto’s official costume.
Loading… Low Poly
Light Cycle
I referenced a light cycle from Tron: Legacy as a base. There are only blurred images of the new light cycle design, at the time of designing this. To reflect the edges and sharp lines of Ares’ costume, I kept the bike in a polygonal form.
Light Cycle to light trail
Adobe Aero is limited when it comes to importing 3D files and unable to interpret Blender modifiers. To combat this issue, I had to try different methods to see which technique could be seen in Aero after being built in Blender.
My first attempt, however, did use modifiers.
Trial by Frame Rate
Another attempt involved using individual plates to trail behind the light cycle. This maintained the concept of a light trail while resolving the issues the other two methods presented.
FUlly Rendered [wiP]
The final attempt implemented a cleaner look with an extending light trail that fully extends with a smooth line that follows the light cycle.
Final Takeaway
Implementing AR with a custom Mcdonalds box was not only an exciting challenge as it pushed me to explore creative solutions between modeling and AR integration. I believe that with the rapid advancement of AI technology, AR will continue to evolve and play a significant role in enhancing digital marketing strategies. I aimed to promote Tron: Ares while providing a unique and engaging sales strategy, encouraging user interaction and a potentially projected boost sales by 41% in McDonald’s Adult Happy Meals when compared the BTS meal promotion.
