Mixed reality app

Gorillaz are back

Gorillaz, the world's greatest virtual band created by musician Damon Albarn and artist Jamie Hewlett, have returned after a seven year hiatus with a highly anticipated new album, 'Humanz'.

Our task was to launch the album and create an immersive storytelling platform for the future.

Mixed reality

Targeting Gorillaz' core 18-24 global audience, we identified mixed reality, a combination of augmented and virtual reality, and the mobile phone as our frontier to redefine storytelling and music consumption at the heart of the global album launch campaign. Our aim was to raise the bar once again for the most innovative band of them all, create the best mobile mixed reality experience the world had ever seen, and make it accessible to everybody, regardless of their device level, operating system or location.

Erasing the line between gorillaz and reality

We created the world's first mixed reality album launch, bringing fans and Gorillaz closer together than ever before. Delivered through a mobile app, we created a unique blend of real world, augmented reality, virtual reality and 360 environments.

AR menu

The app opens on the augmented live view of the device's camera - breaking the reality barrier in very first interaction. 3D menu-objects, augmented into user's surroundings, each open a portal into a room within the virtual house.

The Spirit House

We first immersed fans into the intimate world of Murdoc, 2D, Russel and Noodle.

Following in the steps of Kong Studios and Point Nemo, the Spirit House is the band's new residence at heart of the 'Humanz' narrative. Gorillaz app is a motion-tracked 360 looking glass into the Spirit House, and an AR layer that brings it into our world.

#Humanz​HouseParty

We then brought Gorillaz' into our reality with the #HumanzHouseParty - a chance to preview the full album at the first-of-its-kind, geo-specific augmented listening experience across 500+ locations from Tokyo to Santiago.

Execution

Following in the steps of Kong Studios and Point Nemo, the Spirit House is the band's new residence at heart of the 'Humanz' narrative. Gorillaz app is a motion-tracked 360 looking glass into the Spirit House, and an AR layer that brings it into our world.

Creating each environment in Jamie Hewlett's iconic style required a seamless combination of CG, in-device rendering and photo-realistic compositing. We pushed the nascent WebVR and WebGL technologies, deployed as an app, to deliver a smooth, optimised performance across multiple platforms and devices.

App

Top 100

App Store ranking

4.5 App Store

130K+

Installs in 24 hours

#1

Trending on iTunes on launch day

300,000

Installs in 195 countries and counting

4.3 Google Play

#Humanz​HouseParty

125,923

Fans around the world searched for the AR House in 146 countries

1.1M

Impressions #HumanzHouseParty on Instagram

70K+

Likes #HumanzHouseParty on Instagram

1.8M

Impressions #HumanzHouseParty on Twitter

1,500+

Posts with #HumanzHouseParty on Twitter

900K+

Reach #HumanzHouseParty on Instagram

Press

Download Gorillaz app now