Lindsay Lohan Augmented Reality Website

Cut & Sew: Fall 2011 Augmented Reality Website and Digital Campaign

Producer, Web Design, Art Director and Video Editor: Geno Betancourt.  Additional site design by Gustavo Dao.  Creative Directed by Marc Ecko.  Augmented Reality and Web Development by Boffswana, Illustrations by Mike Evans.  Digital campaign, social media and online PR by DX Agency.  Script by Marc Fernandez. Green Screen Video Shoot by Markus + Indrani.

I creative directed and produced a series of videos, web campaign and a high profile website that featured augmented reality and starred Lindsay Lohan as a digital character that users interact with.  The site made national news, and received millions of dollars in press coverage.

The video above is an Entertainment Tonight segment about the making of the campaign with Lindsey Lohan and Marc Ecko.  It gives a great overview of the campaign and has a good visual on how interactive augmented reality works.  Take note of the dude demoing it.  That's me!  

This was a really big and ambitious digital campaign.  The augmented reality nature of it can make it a little hard to explain so I included some video clips of the TV coverage below.  The ET clip below gives a good summary of it all and I make a surprise cameo!

This highly designed and complex site was a digital work of art conceived by Marc Ecko.  Lindsay Lohan played the role of The Muse, who the user played out a four part interactive story through the use of augmented reality.  Users had the ability to record their scenes with Lindsay, using their webcam, and post it directly to Youtube.  User videos were judged and the winner received a $10,000 prize.

Above are three of the four video vignettes featured on the site: The Artist, The Entrepreneur and The Passionate Craftsman.  The story behind the campaign was written to emphasize the aspirational qualities that the Cut & Sew consumer strived for.  These were shot just for use in the augmented reality experience.  All were edited by me.  Motion graphics by Gustavo Dao.  Post production green screen and compositing by Baffswana.  Music by RJD2.