To promote the release of Giggs' new album, Big Bad..., Island Records has unveiled an augmented reality (AR) mural inspired by classic action films.
The hand-painted AR mural of a London skyline in Shoreditch brings to life a scene from the rapper's new music video, in which a giant Giggs comes up against a brigade of 3D tanks and helicopters, which fail to shoot him down.
Installed by Gate Reality, a QR code on the mural directs those passing by to an app, whereby they can point their device at the wall and see it come to life.
Discussing the AR mural album launch, Akosua Scantlebury, urban division manager at Island Records, commented: “Big Bad… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign.
"At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and Allover, I think it is safe to say we achieved that.”
Giggs has been a leading figure of the UK urban music scene since his acclaimed 2008 debut Walk in da Park, but his road to stardom hasn't been without its own controversies.
: 'Big Bad '
To promote the release of Giggs' new album, Big Bad..., Island Records has unveiled an augmented reality (AR) mural inspired by classic action films.
The hand-painted AR mural of a London skyline in Shoreditch brings to life a scene from the rapper's new music video, in which a giant Giggs comes up against a brigade of 3D tanks and helicopters, which fail to shoot him down.
Installed by Gate Reality, a QR code on the mural directs those passing by to an app, whereby they can point their device at the wall and see it come to life.
