The Story of the Great Ocean Road

I was commissioned by Eyejack and The Social Crew (Melbourne) to create an Augmented Reality experience for the #IAM100 campaign, celebrating the 100th anniversary of the Great Ocean Road.

Circular public seating featured artworks by local artists painted in a palette reflecting the Great Ocean Road and it's environment. Each seat was embedded with a special plaque to activate an Augmented Reality animation, telling a particular story from the surrounding area.

Eyejack designed and fabricated a set of plaques which were installed across 32 locations along the Great Ocean Road between Torquay and Apollo Bay. Each plaque contained a unique QR code and when scanned, took the user to a page on the website to find out more about each location.

Great Ocean Road Eyejack AR app

10 of the locations were activated with augmented reality, revealing their special historical moments with animated AR stories. These hidden gems could be viewed through the "Stories of the Road" app available on iPhone and Android.

Great Ocean Road AR Illustration by Alexander Hare (Pixelpuncha)

We worked very closely with The Social Crew, who had tirelessly researched and collaborated with local councils to provide us a brief for the AR animations and steered the creative direction to ensure alignment with the overall campaign.

We created 10 artworks in the style of old Australian tourism posters with support from fellow animator Bryce Pemberton and sound design by ArrbeeSounds.

Project Role: Art Direction, storyboarding, Illustration and animation.



I offer bespoke design solutions to businesses all over the world, whether you need art direction, a video, illustration, motion graphics or an augmented reality experience, I can help!
With over 20 years experience working in design across various different platforms, and a background in advertising and television, I have comprehensive skills in conceptualization and production of print and screen based media.

If you are looking for any of these services, tailored to fit your needs, why not contact me today for a free consultation and see what I can do for you.