As part of the 'Let the Memories Begin' campaign, Disney Parks, the theme park arm of the Walt Disney Company, launched a live augmented reality experience in Times Square in November 2011.
In a media first, members of the public were able to interact with live Disney characters such as Mickey, Donald and Goofy, and star in their own billboard campaign. In a creative technology build in collaboration with Disney Parks, the campaign featured real Disney characters beamed in live from a green screen studio nearby. Our Armadillo vision mixing technology then merged the Disney character on screen with live footage of the families in Times Square, delivering a truly magical experience to the residents and visitors to New York City.