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Enlive Studio

Chapter 02 of 05, BMW

Born Electric

Born Electric began as a mural in Mariahilf, designed by the graffiti agency CONCRETE. We gave it a second life on the phone.

Our lens animates the street-art piece in place: seen through the camera, the painted surface comes alive. Shared from the pavement, the work reaches well past its physical location and into the feeds of people who never stood in front of it.

In 2023 the installation won a Red Dot in the Spatial Communication category of the Red Dot Award: Brands & Communication Design.

The Born Electric mural on a gable wall in Mariahilf, lit at night
The Born Electric mural in Mariahilf by day
The mural in Mariahilf, by night and by day.
The Born Electric lettering being drawn on a pen display
Making-of. The lettering in progress.
The Born Electric lens in Spark AR Studio, with the mural as tracking target and rigged metaballs
The lens in Spark AR Studio: the mural as tracking target, with rigged metaballs and a butterfly.
Close-up of the 3D Born Electric lettering in Spark AR Studio, beside the visitor preview
The lettering up close, next to the preview of what visitors see.
A passer-by viewing the animated mural through the lens on a phone
On the street, through the lens.

Award

Red Dot

Winner 2023

Brands & Communication Design, Spatial Communication

Red Dot Winner 2023 certificate for BMW #BORNELECTRIC, Interactive AR Installation