COKE STUDIO @ COACHELLA

 An immersive 360 music video experience featuring AR.

For Coachella 2023, Tool of NA worked with Virtue Worldwide to activate an immersive experience for Coke Studio on the festival grounds. At a moment when artists travel from all over the world to perform in person for their fans, we partnered with the only artist who defied space and time in order to show up. Enter Yameii Online, a metaverse music artist and social influencer. 

In Coke Studio’s 2,000 sq. ft. activation footprint, we created a content experience that would take over 13 ft. tall LED walls, surrounding guests with a 360° immersive array. Reflective floors and a mirrored ceiling completed the space, transporting guests into a virtual world of light, animation and sound.

As guests were led into the experience by a brand ambassador, they would tap their phone on a NFC enabled plinth, launching a second screen AR experience that provided a deeper layer of engagement during the virtual performance, directly on their own devices.

Once inside the space, a short intro on the surrounding screens, allowed users to familiarize themselves with AR markers from the world of Coke x Yameii & Friends and how to scan and activate them during the main experience.

Tool was presented with the Yameii character and a few hero visuals from the Yameiiverse. Leveraging this creative foundation, we designed and directed the immersive music video. Our vision was to transport the audience into a vibrant cloud world, interwoven with Coke metaverse-inspired architecture, and brought to life by a delightful cast of Yameii’s friends.

We wanted to give guests a tangible way to explore Yameii’s world, using creative tech to set it apart from the performances on the main stages. We leveraged WebAR, to create a magic window on a user’s phone, and placed specific visuals within the LED content that triggered AR animations as they viewed the performance. 

Utilizing Sky Segmentation in Augmented Reality, Tool catapulted Yameii onto the main Coachella stage. Employing cutting-edge computer vision to accurately extract the sky in real-time, this technology facilitated the dynamic enhancement of AR elements against the backdrop. Tool seamlessly projected Yameii’s performance onto the sky canvas, creating a visual spectacle that captivated the audience.

Over the course of both weekends, the activation welcomed nearly 10k in the space. In total, that represents more than 300 hours of consumer engagement within this immersive, branded experience. 

Additionally, we provided screen capture for sharing, which when used, was used 3.8 times per user. Guests also were able to have a sampling experience at the end, on their way out of the activation, with some lucky guests receiving incredible Yameii inspired merch.

FOR TOOL OF NA
ROLE: CREATIVE DIRECTOR
DIRECTOR/ANIMATOR: FONS SCHIEDON