Big W

Retail Innovation
Fan Engagement
Gamification
Personalized Video

Project

The Big-Headed Bilby - School Holiday Retail Activation

Services

Technology Design and Build, Chatbot Development (Facebook), Machine Learning Algorithm, Realtime Personalized Video, Digital Production

Year

2021

Summary

We collaborated with Australian retailer, Big W and M&C Saatchi to create “The Big Headed Bilby”, a unique hybrid experience encouraging families to have fun and get creative during the school holidays. 

First, we developed an interactive Facebook Messenger bot to guide artists through the journey. Artists follow along using simple crafts from home or purchase them online through Big W. Then they they snap a photo of their creations through the messenger bot, and see their characters come to life!

Our bespoke software removes the background from their photo, and using our custom programming algorithm, extracts the keyframe animation from the film and applies that animation to the users’ character. Each craft character is then rendered into the film,  interacting with the prebuilt story to create each artist's unique mini movie, complete with personalized credits.

The Big Headed Bilby campaign was recognized by all major industry publications for innovation and creativity.


Our talented art team led by Julian Burgess (character animation) and Anna Fraser (environment design) hand painted environments and used traditional 2D animation techniques to animate each character to create this visually compelling and completely unique storytelling experience.


Big W Retail Innovation

Big W

RETAIL INNOVATION | MACHINE LEARNING | CUSTOMER ENGAGEMENT