From 2019-2020 Upstride partnered with the Metro Tunnel Creative Program to bring Victoria’s Big Build Metro Tunnel project to life.
We designed and executed a comprehensive marketing strategy and collaborated with PHORIA to develop an innovative augmented reality (AR) experience to get Melbournians in the festive spirit
What we did
Our strategy centred on leveraging immersive technology to create a memorable public engagement experience. We turned the Metro Tunnel’s acoustic shed at Federation Square into a Christmas wonderland using AR technology.
AR Experience Development
Collaborated with PHORIA to create an AR activation where the construction site shed was reimagined as Santa’s Big Workshop.
Interactive Treasure Hunt
Designed a virtual treasure hunt that allowed visitors, both young and old, to help Santa and his elves prepare for Christmas.
Festive Transformation
The acoustic shed was transformed into a vibrant, interactive space filled with animations and sensory elements.
