Universal Pictures has teamed up with Snap Inc. to launch an interactive, AR-enabled marketing promotion for its new film, 'Halloween Kills.' The promotional push comes in the form of new Snapchat lenses created using state-of-the-art volumetric capture technology.
The playful promotion is straightforward to access. All users have to scan a unique Snap code to unlock the new lenses, which feature a 3D model of Michael Myers engulfed in flames. Once activated, users will watch as the horror villain approaches them with his iconic butcher knife.
To develop the creepy new lens, Universal Pictures enlisted an actor and tapped Metastage, a volumetric capture studio, where they developed 3D images of the performer's movements. In addition to placing Myers in fans living rooms, the Snap Chat campaign also includes a selfie option that transforms users into his bloodied victim.
Image Credit: Snap Chat Inc., Metastage