To amplify e.l.f. Cosmetics’ Express Your e.l.f. campaign, we brought music, art and tech together on the streets of the UK. We transformed large-scale murals into living canvases, where scanning a QR code unlocked rapper Meduulla performing her e.l.f.-inspired track right there in AR.

We created the AR layer for the murals across London, Birmingham and Manchester. Our team handled UX, 3D and development, ensuring the visuals and audio hit hard on mobile. Collaborating with illustrator Laura Greenan and featuring Meduulla meant the murals already had cultural punchm, we just made them come alive.

The murals were a vibrant mix of art and interactivity that pulled people off the street and into the brand story. For us, it showed how AR can elevate OOH into something unforgettable, part performance, part campaign, part moment you had to share.