Animation studio Nexus has appointed W to bring the White House’s first augmented reality (AR) greetings card to life in the UK, marking the end of President Obama’s administration.
Created by Nexus Studios’ Interactive Arts division, this year’s White House greeting card tells its story through free mobile app 1600 and is narrated by Josh Earnest, press secretary at the White House.
The app takes the user on a journey through an animation celebrating the traditional events that unfold each year at the White House, and continues President Obama’s legacy of using digital innovation to increase accessibility to the presidential residence.
As well as promoting the AR greetings card in the UK, W has been briefed to enhance Nexus’ profile in the UK market and elevate the animation studio’s international credentials as a leader in innovation and digital storytelling.
Nexus MD James Tomkinson said: “The W team impressed us from our very first meeting together, showcasing a dynamic and creative approach and an ability to move and react very quickly as the project developed.
“We think this digitally innovative experience is the ideal way to mark the end of President Obama’s legacy, and W was the clear choice in helping us tell that story here in the UK market.”
Becky Charles, head of media and corporate at W, added: “This is an incredible and pioneering project from the White House, at an historic time for the US, and we are very excited to be working with the enormously talented team at Nexus to bring it to life for audiences in the UK.”
The 1600 app will be available on the iOS store, with users able to unveil a number of secret moments throughout their experience. Users can tap on the roof of the White House and the Secret Service will arrive, or tap the Oval Office to see President Obama at work.