We unveiled the "Fresh Landing" scent-perience for Old Spice and DC at San Diego Comic-Con 2025. To drive fans to the physical 12-ft capsule, we created a web-based augmented reality stunt that transformed the city's foot traffic into an immersive game, encouraging fans to look to the sky and follow a cosmic beacon to the activation.

Comic-Con is a crowded cultural arena. Citizen & Old Spice needed an innovative, accessible way to cut through the noise and guide users to their booth. The challenge was to turn passive foot traffic into active seekers. We saw an opportunity to blend geolocation with AR spectacle, hijacking attention by turning the city into a game board that led directly to the activation.

We built a geofenced web-AR experience accessible via mobile browsers. Users scanned QR codes on OOH posters near the convention center to launch it. Leveraging branding from the movie campaign, we created real-time visual effects in the sky—a dynamic, branded aurora that acted as a surreal beam of light. This virtual beacon guided fans, turn-by-turn, to the crash-landed Kryptonian pod.

A 12-ft Capsule. A Cosmic AR Beacon in the Sky. Passive Traffic Turned Into Active Seekers. A Mythic Quest Leading Straight to the Booth.