A collaboration between award-winning digital creator Karen X Cheng and McDonald’s rung in the Lunar New Year with an immersive metaverse experience.
The innovative campaign includes an experiential augmented reality (AR) filter, one of the first commercials to use NeRF (neural radiance fields) technology to create a 3D scene, and Cheng’s creative designs inspired by her own upbringing.
Cheng created a celebration melding both her past and present for the new metaverse space. It features a solar, punk-inspired gallery showcasing a 3D sculpture that Cheng designed, as well as art created by emerging Asian American Pacific Islander (AAPI) artists to celebrate the Year of the Rabbit.
“Growing up I always loved spending Lunar New Year with my family,” Cheng says in a commercial for the project. “I’d draw and imagine the zodiac animals coming to life. As technology got better, my imagination grew bigger.”
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