This was a fun one. Working for Pepsico's European crisp brand, Lay's to celebrate the European football championships.

Using hidden cameras in a shopping mall in Madrid, unsuspecting members of the public were surprised by our digital interactive AR touchscreen poster - which incorporated custom Snapchat football themed filters to help build anticipation for the European matches.

The billboard incorporated facial recognition technology, real-time motion tracking and augmented reality software, to enable the layering of ‘facial effects’ filters.

These filters mimicked the designs that could be found on limited edition packs of Lay's and people who interacted with the billboard were rewarded with real versions of the filters - bringing the action into the real world.

This work was translated into different languages and released on Lay's international YouTube and Facebook pages.

Dir. Sam Wrench