Experience Tube AR Ad Campaign
At Meow Wolf, we wanted to experiment with Facebooks new AR advertising feature. Most AR ad campaigns we had seen were advertising a wearable product, such as sunglasses or cosmetics. We wanted to play with that expectation, by creating an ad for the Experience Tube by Nick Toll. The Experience Tube is a tube of striped cloth that two people wear between their faces. Trust me, its great. We loved the absurdity of scrolling through your feed and seeing a face in a spiral that implores, ‘ this is a real thing you can buy!’
Feature 2
When creating the AR filter with Sam Jones and Benjamin Geck, we used the tube, and worked to create a filter that truly recreated the experience, identifying the twist of cloth near the face, and the way the jersey cloth moves and bends.
Feature 3
The experience tube advertising to date had been focused on the analog nature of the experience, and we wanted to lean into the ridiculousness of creating an AR facsimile. For our promotional image, shot by Kate Russel with Emily Rankin modelling, we created a fake VR headset attached virtually to a selfie stick with a cyber blue tube.
The Experience Tube ad was a success, with one of the highest social engagement rates of any Meow Wolf ad to date.
