OREO ‘TROLLS WORLD TOUR’ Augmented Reality Experience

Work March 11, 2020

The Mill teamed up with The Martin Agency and OREO to bring to life an augmented reality experience on Instagram to celebrate the release of the Trolls World Tour movie.

The team crafted an experience enabling fans to use limited edition OREO Trolls World Tour packs and cookies to trigger an exclusive Queen Poppy performance. The filter showcases a special dance to the new track, “Just Sing (Trolls World Tour)”


The AR Experience was built using the Spark AR platform. We unlocked and extended Spark AR’s abilities in image-recognition and tracking for this engaging and playful experience; a usage of Spark AR that has not yet been seen before on this scale. The lens effect brings the beloved CG assets, that DreamWorks provided from the Trolls World Tour movie, to life in a way that’s never been seen before and creates an intimate experience for fans. We crafted bespoke UI elements, developed in house, to successfully track a 3D object with 2D trackers and therefore giving fans the power to put on their personal Poppy performance.

To unlock the experience, fans can head to OREO.com to access the filter, place an OREO Trolls World Tour cookie on the pack using the filter guide and scan.

Partners: The Martin Agency, Oreo (Mondelez), Universal Dreamworks
Senior Producer: Matt Swieca (The Martin Agency)

Creative Director: Bowe King
Executive Producer: Dan Phillips
Producer: Ryan Lebar
Production Coordinator: Matthew Fulton

Creative Director: Bowe King
Art Director: Sasha Vinogradova
Technical Artist: Phil Meyer
UX Deisgn: Annie Keogh
Design Support: Susy Lopez
Pitch Design: Alexis McDonough

Emerging Technology
Lead Developer: Clay Weishaar
Technical Innovations Manager: Tawfeeq Martin
Developer: Kim Kohler

BTS Video
Creative Director: Bowe King
Producer: Ryan Lebar
Editorial: Ryan Burbank