Augmented Reality App with Flavor-Driven 3D Worlds

Role: Creative & Art Direction Lead
Core Domain: Augmented Reality (AR) Experiences, Mobile App Innovation, Brand Storytelling, Purpose-Driven Marketing
User Journey Scope: Full Funnel (Product Purchase → In-Home AR Engagement → Fair Trade Awareness → Brand Loyalty)

Executive Summary

As Art Director, I led the visual experience, strategic execution, and wireframes for Ben & Jerry’s debut mobile application, pioneering an interactive Augmented Reality (AR) experience that connected physical product packaging directly to the brand’s core values. The objective was to elevate post-purchase engagement and communicate Ben & Jerry’s commitment to Fair Trade sourcing through an immersive digital medium.

By utilizing mobile device cameras and image-recognition technology targeting pint lids, the app transformed physical Ben & Jerry’s ice cream caps into 3D interactive environments. Each AR scene dynamically unlocked custom 3D worlds tailored to specific ice cream flavors while educating consumers on Fair Trade ingredients, bridging consumer delight with purpose-driven brand storytelling.

Technical & Professional Scope

Categorization	Details & Competencies
Role & Focus	Art Direction & Creative Concepting (Mobile AR Apps, 3D Interactive Environments, Purpose Marketing)
Domain Scope	Mobile App Development, Packaging Image Recognition, Immersive Storytelling, Brand Equity
Cross-Functional Stakeholders	Brand Managers, AR Technical Developers, 3D Visual Designers, Packaging Engineers
UX/UI & Production Workflow	3D Worldbuilding, Wireframing & Strategic Execution, Camera Interface Design, Packaging Tracking Mechanics
Optimization & Mechanics	Physical Pint-Cap Image Recognition, Interactive 3D Animations, Fair Trade Messaging Engine
Lifecycle Stages	Purchase (Pint Acquisition) → Engagement (Pint-Cap AR Scan) → Education (Fair Trade 3D World) → Loyalty (Brand Affinity)

Key Initiatives & Strategic Impact

A. First-to-Market Mobile AR & Packaging Integration

• Ben & Jerry’s Debut Mobile App: As Art Director, I led the visual design, strategic execution, wireframing, and interactive standards for Ben & Jerry’s inaugural mobile application, establishing a dynamic digital presence for the brand.
• Pint-Cap Image Recognition Mechanics: Engineered visual tracking triggers centered on pint lid artwork, transforming everyday ice cream packaging into dynamic digital portals without requiring additional hardware or QR codes.

B. Flavor-Driven 3D Worldbuilding & Purpose Storytelling

• Custom Flavor Environments: Designed unique 3D visual environments tied to specific flagship flavors, turning product consumption into a delightful visual experience.
• Interactive Fair Trade Education: Embedded interactive narrative elements within each 3D environment to educate consumers on Fair Trade sourcing, sustainable farming, and ethical ingredient supply chains in an accessible, engaging format.

Workflows & Governance

• Visual & Experiential Direction: Defined wireframes, UX layout architecture, 3D aesthetic direction, environment layouts, character animations, and camera UX/UI to preserve Ben & Jerry’s iconic visual identity in a 3D digital space.
• Technical & AR Production Alignment: Partnered closely with mobile AR developers and 3D artists to optimize asset performance, ensuring smooth rendering and accurate tracking across mobile camera devices.
• Brand & Marketing Governance: Coordinated with brand stewardship and product marketing teams to align flavor narratives and Fair Trade messaging with global enterprise brand standards.