Robbie Williams turns 'Take the Crown' into an AR advent calendar | Mobile Development | Mobile Entertainment

Robbie Williams turns 'Take the Crown' into an AR advent calendar

Robbie Williams 'Take the Crown'
Daniel Gumble


Development / AR / December 6th 2012 at 3:45PM

Take That star transforms number one album into a festive advent calendar with Aurasma.

Fans of Robbie Williams are in for an AR-related treat this Christmas, with the star’s new album Take the Crown doubling up as an augmented reality advent calendar in the run-up to Christmas day.

Throughout December until the big day itself, fans will be able to view a new piece of 3D video content every day. By downloading the free Robbie Williams app and using the 3D function powered by Aurasma,  fans can reveal the exclusive videos by simply holding their smartphone or tablet over the album cover.

On December 10th, Williams will launch a competition for fans, whereby the winner’s prize is delivered via augmented reality. To support the launch of new single ‘Different’, fans are being encouraged to submit entries to create a ‘different’ version of the Take the Crown album cover, which features a gold bust of Robbie’s head. The winner will then have their idea recreated in 3D and will be able to see their own design come to life from the album cover.

The concept of developing Williams’ head into 3D form and rendering it in different designs for the album artwork was devised by Tom Hingston Studio. By using the initial scans of Williams as a guide, the Aurasma team were then able to animate the heads in 3D and bring them to life in augmented reality.

Matt Mills, head of Partnerships at Aurasma, said: “The advent calendar is a fantastic way for fans to unlock exclusive Robbie content this Christmas, adding a new dimension to the album’s incredible artwork by Tom Hingston Studio.  Fans love discovering this new dimension to Robbie and we hope they are equally excited about having the chance to see their own creations turned into a (virtual) reality.”

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