Roald Dahl’s Matilda the Musical


Social AR Campaign for a Movie Premiere

Sony Music Masterworks and Netflix’s series «Roald Dahl’s Matilda the Musical»
  • Instagram
  • Game
  • 3D
  • Music
Develop an interactive AR filter for Instagram that immerses users into the world of Matilda while promoting the premiere of the musical.

Stages of Work

1. Conceptualization:

Drawing inspiration from the series, we chose a theme that revolves around evading Miss Trunchbull’s watchful eye. The user tilts their head to switch between screens, making the experience engaging and tied to the storyline.

2. 3D Modeling

Our skilled 3D design team crafted an intricate 3D representation of the school setting, incorporating several television screens and seamlessly blending in elements like the imposing presence of Miss Trunchbull along with hallmark features from the movie.

3. Texturing:

Substance Painter:
The detailed and realistic textures of the classroom setting, including the wooden desks and Miss Trunchbull’s attire, were achieved using Substance Painter.
For any additional touch-ups and 2D assets, Photoshop was the tool of choice to ensure high-quality visuals.

4. Development in Spark AR Studio:

Spark AR Studio enabled us to bring our 3D models, sculpts, and textures together, creating an interactive AR experience for the Instagram platform. The interface of Spark AR allowed us to integrate head-tilting actions to the AR filter, enabling users to switch between screens, making the filter not only visually stunning but also engaging.

5. Testing:

Before final release, the filter underwent multiple testing phases to ensure compatibility across various devices, user-friendliness, and to ensure it aligns perfectly with the client’s vision.

6. Final Release

Morphy Vision
Creative AR/XR Dev Studio
Spark AR Creator
SLN Partner