![](https://images.prismic.io/studiomega/20a2364d-5c66-4f90-b18b-3a23fa78464f_xbox-x-shang-chi-hero.jpg?auto=compress,format&rect=0,0,2044,1073&w=320&h=168)
Microsoft
Xbox × Shang-Chi AR Campaign
As a part of our ongoing collaboration with the team at Xbox, we were challenged to deliver original activation concepts that celebrated the release of Marvel's first asian-american superhero. Together, we landed on a mysterious campaign that was centered around a frictionless AR experience - utilizing the emerging platform of web-based AR. Big heroic out-of-home media paired with a coordinated social blitz prompted users with a QR code that led directly to our 10 rings AR game. From there, users competed for fastest time and were rewarded with a sneak peak and a chance to win 1 of 10 special edition Shang-Chi Xbox kits we also designed and developed.
Marketing Campaign
![](https://images.prismic.io/studiomega/4829d06a-085f-4c4c-aff0-cc46996ca6ec_xbox-x-shang-chi-ar-rings-cover.jpg?auto=compress,format&rect=0,0,1266,2160&w=320&h=546)
![](https://images.prismic.io/studiomega/bc5bd934-8ae1-461a-bc28-9d20d63d5040_xbox-x-shang-chi-ar-rings-02-cover.jpg?auto=compress,format&rect=0,0,1266,2160&w=320&h=546)
![](https://images.prismic.io/studiomega/129113cf-c793-4f37-b362-4e49e1e88302_xbox-x-shang-chi-ar-rings-03-cover.jpg?auto=compress,format&rect=0,0,1266,2160&w=320&h=546)
Play video
![](https://images.prismic.io/studiomega/057451c5-df76-44da-afc9-39c05a18d9a0_xbox-x-shang-chi-overview-cover.jpg?auto=compress,format&rect=0,0,2076,1161&w=320&h=179)
![](https://images.prismic.io/studiomega/83d1971b-a09a-4b61-811c-e897330e1611_xbox-x-shang-chi-ooh-01-cover.jpg?auto=compress,format&rect=0,0,3307,2160&w=320&h=209)
![](https://images.prismic.io/studiomega/9308632f-22a4-414f-b750-d6d35990bb58_xbox-x-shang-chi-ooh_02.jpg?auto=compress,format&rect=0,0,2048,1338&w=320&h=209)
![](https://images.prismic.io/studiomega/fe8cedb0-5a79-4abd-a65f-0ddac9a6aa58_xbox-x-shang-chi-ooh-03.jpg?auto=compress,format&rect=0,0,2616,1194&w=320&h=146)
![](https://images.prismic.io/studiomega/d4f8701f-c3e4-43ac-b98a-8e636f5ade62_xbox-x-shang-chi-ooh-05.jpg?auto=compress,format&rect=0,0,2468,1612&w=320&h=209)
![](https://images.prismic.io/studiomega/d36b82ae-9807-457f-9675-52e863d5a7b2_xbox-x-shang-chi-ooh-04.jpg?auto=compress,format&rect=0,0,2048,1338&w=320&h=209)
![](https://images.prismic.io/studiomega/9a5a7b8d-c2ef-436c-979d-aefee3417070_xbox-x-shang-chi-packaging-cover.jpg?auto=compress,format&rect=0,0,1592,2830&w=320&h=569)
![](https://images.prismic.io/studiomega/6e48d18d-1c6a-48f1-8499-935d9785fd87_xbox-x-shang-chi-simu-liu-cover.jpg?auto=compress,format&rect=0,0,1216,2158&w=320&h=568)