BEST OF AMIN AWARD-WINNER: NATIONAL GEOGRAPHIC “MOUNT EVEREST HUMAN INSIGHT” AR CAMPAIGN BY SIGNAL THEORY

BEST OF AMIN AWARD-WINNER: NATIONAL GEOGRAPHIC “MOUNT EVEREST HUMAN INSIGHT” AR CAMPAIGN BY SIGNAL THEORY

THE SITUATION

To climb Mount Everest is no walk in the park, so most of us won’t be traversing the mountain’s southeast ridge any time soon. However, all of us wonder what it must be like to stand on Mount Everest 25,000 feet above sea level. And all of us have access to the selfie camera on our phones.

THE SOLUTION

Signal Theory created an AR filter that put Instagram users right in the middle of Mount Everest’s most famous landscapes, with 360-degree views showing exactly what a real climber would see.

Users saw themselves bundled up in gear appropriate for the expedition and were dropped onto key points on the mountain. By moving the camera, users could look around them to take in the sights, observe the conditions and learn about each stage of the climb.

Even though the filter used the selfie camera, viewers found themselves almost entirely covered up by coats, hats and goggles, making it clear that Mount Everest is no place for vanity.

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THE RESULT

When the filter went live, thousands of National Geographic’s fans bundled up. The experience obviously resonated with Instagram users who were stuck at home, craving an adventure. And we believe that much of the filter’s success was in its design.

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