Watchdogs

To support the Watch Dogs launch in Italy, we created a phygital activation that fused urban art with technological innovation.
We developed a custom Instagram AR filter that interacts directly with an exclusive physical artwork by street artist TvBoy. By scanning the mural, either in real life or on a second screen, the filter unlocks a dynamic layer of digital content, expanding the artwork's semantic value. Developed entirely by AR Lab, this project delivered a non-vandalizable, living piece of digital art that perfectly mirrors the hacking and dystopian universe of the game.