In their new campaign #LivingPrint, Oskar (Oi!) Illustration and Visualise have created a set of digital artwork prints that have a relaxing, moving aspect. They believe that digital art can be used within creative industries as “an essential instrument for a better quality of life”. Partnering with NABS, their prints will go on sale to support the charitable organisation that supports the wellbeing of people in the advertising and the media industry.
To create the campaign, Oskar Illustration worked with its resident designers Kat, Bertrand, Haley, Anton and Paris to create five pieces of augmented reality (AR) animated art. With the aim of promoting mental health and wellbeing, the images contain a QR code that can be scanned and used via an Instagram filter to bring them to life. The result - the images move, sway and turn to provide a relaxing viewing experience. Every image moves in its own way and even contains music to bring each piece of artwork to life.
With world mental health awareness day around the corner on the 10th of October, Oliver Roberts from Oskar Illustration and Visualise’s founder Henry Stuart speak to LBB’s Nisna Mahtani to explain the importance of AR digital art and their partnership with NABS.
LBB> Your campaign showcases interactive art as well as promoting well-being. How did this idea first come about?
Oliver> The idea came about during lockdown. We wanted to bring something engaging and hopeful into people's homes, with an immersive twist. During the last year of lockdowns, it’s proven that people have found spending time in green spaces to have a positive impact on mental health, so we wanted to bring nature into people's homes. Art also plays a crucial role in improving mental health, so we wanted to integrate the two, and allow others to engage in nature and art from their own homes.
LBB> All the proceeds from the augmented reality (AR) prints are going to NABS. Why was it important to partner with them and how involved were they?
Oliver> We've always admired what NABS do for the media and advertising industry. The advertising world is fast-paced and can be a stressful environment for some people, so it's crucial that an organisation like this exists to support them - particularly during the last couple of years. When we reached out to NABS they were very grateful to have our support.
LBB> What was the process of choosing artists to be showcased? What were you looking out for?
Oliver> It was pretty random! We chose five of Oi!’s artists and thought the styles' of Bertrand, Haley, Anton, Katherine and Paris were well-suited to the campaign brief, bringing nature into your home and portraying hopeful scenes after a year of lockdowns. They all evoked a positive reaction from people. But all of Oi!’s artists would have been a good fit for the project. We’re hoping for Round Two so everyone can get involved!
LBB> The interactive nature of the pieces are fantastic and a lot of work must have gone into it. The artists of course created the initial design but how involved were they in the AR process?
Oliver> The artists provided the Photoshop layers which were shared with Visualise, an immersive production studio. From there, Visualise took over and transformed the illustrations into animated scenes.
LBB> Can you talk us through the nitty-gritty of the AR process?
Henry> The AR is built in Instagram's 'SparkAR' platform. The filter created looks for the artwork and then tracks layers and animations over the top, giving the seamless illusion that the artwork is coming to life.
LBB> How long did it take for this campaign to be ready to roll out, from start to finish?
Oliver> It took a few months from the initial brief to the launch day. It was Oi!’s first campaign so it’s been a bit of a learning curve, but an amazing one. And integrating illustration with AR was also new to us, but the outcome was incredible, and Visualise were the perfect team for it.
LBB> What were you hoping the reception to the campaign would be?
Oliver> Ultimately, we hope the campaign has engaged people in art and nature, and in turn, promoted wellbeing and supported mental health through bringing the outdoors into people’s homes. The interactive twist is really engaging and has really put a smile on people’s faces. As we saw while filming a promo video for the campaign, which you can find on our website in the Blog section. The reactions we received from people were really positive. It’s not something people have really seen before, so everyone was really curious.
LBB> Is there anything else you’d like to share with us?
Oliver> The #LivingPrint campaign was initially targeted at those working in the advertising and media industry, but we hope it’s extended to aid wellbeing outside this sector. We think everyone can enjoy these prints. It's been really special seeing people's reactions to them. The AR twist is really engaging and sparks up conversation, and puts a smile on your face. We hope the campaign encourages everyone to spend time engaging in art and with nature while supporting NABS.
You can get your very own AR print from our website here