Mardy Fish AR Photo Experience

Arnold Worldwide and Panasonic were looking to integrate their celebrity partner, US Men’s Tennis Pro Mardy Fish, into an experience to delight attendees. Gen City Labs built a life-like Augmented Reality (AR) photo experience where consumers would see themselves onscreen as Mardy would ‘magically’ appear next to them and pose for a candid photo. The photos were posted to Panasonic’s Facebook page and individually shared with participants.

For Panasonic’s presence at the US Open we knew that we could leverage their existing portfolio of sponsorship talent. Our goal was to bring the excitement of meeting a tennis player and bring it to a much larger audience. We were able to do this by coordinating a film shoot with US Tennis Pro Mardy Fish in a green screen studio. From there we keyed out the green screen and composited our own animations with the footage of Mardy. As guests at the US Open posed with virtual Mardy, their photo was taken which they could retrieve at the Photo Sharing Station nearby. By opting in their email address, guest’s photos were uploaded automatically to the Panasonic’s Facebook page.