Marketing

D-AR-k Side Of The Moon: Pink Floyd’s new augmented reality filters


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As part of the promotion for their The Later Years album and box-set, Pink Floyd have just launched a number of augmented reality filters for social media. Rhino UK commissioned WMG’s Firepit Technology to create Instagram and Facebook AR filters based on artwork for releases including ‘The Division Bell’, ‘Endless River’ and ‘P.U.L.S.E’.

Fans can thus have the giant metal head sculptures from The Division Bell appear in their office, the hospital beds from  A Momentary Lapse Of Reason show up on the bus, and the cloud sea from Endless River envelop the supermarket till. Best of all is the filter for ‘P.U.L.S.E’ which, when doing a selfie, fires out the “world rolling round an eyeball” imagery out of your own eyeball.

This follows on from a similar AR experience that Sony, who control the band’s releases in the US, developed and launched just before Christmas using WebAR platform 8th Wall, which works via web browsers rather than dedicated apps.

The filters are tremendous fun to use: we’d also love to see ones from deeper in Pink Floyd’s catalogue – including the terrifying headmaster from The Wall, a furtive figure raiding washing lines or a bicycle with a basket, a bell that rings and things to make it look good…

 

Image by Andy Mabbett (CC BY-SA 4.0)

Eamonn Forde

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