Murphy O'Brien, Creative Director
Murphy O'Brien, Creative Director
We designed a nitro-fueled AR app for the U.S. Army’s NHRA sponsorship to drive ongoing engagement with recruits, showcase the Army’s tech-savvy, and promote job opportunities.
I partnered with Momentum Worldwide and GCD Jeff Gould and CD Paul Wells to lead development of an interactive 3D Army racecar that could be revved, photographed, and engaged with in any space.
The app also featured 360° access to the Army Racing Team trailer with dynamic behind-the-scenes videos and photos from the team and U.S. Army soldiers. Narration was provided by 8-time NHRA champion and Army Racing Team driver Tony Schumacher.
Users could also access exclusive content via the AR Scanner embedded in the app, which could be used in conjunction with digital communications or event signage. Ongoing content updates would drive continuous engagement among potential recruits.