We designed and engineered a custom augmented reality system capable of tracking and reacting to large groups of people simultaneously in a live festival environment. Branded paddle fans were distributed to attendees and used as physical tracking markers, allowing the system to identify participants and place digital overlays accurately in real time.

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The paddle fans served multiple purposes. They helped attendees cool off in the summer heat, reinforced brand visibility throughout the festival, and enabled the AR experience at scale. More than 25,000 fans were distributed over the course of the event.

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The system supported multiple modes of interaction. In free-roaming mode, as attendees walked through the frame, playful Pop-Up bubbles appeared over individuals, delivering jokes, facts, and visual gags tied to Lollapalooza, Chicago, and real-world conditions unfolding at the moment. These scripted sequences allowed the experience to tell a loose, evolving story as different people entered the screen.

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In music video mode, the experience shifted into fully choreographed sequences synced to specific songs. As videos played, the AR environment responded dynamically. Props dropped into the scene, paddle fans transformed into interactive objects, and the crowd became part of the performance. In one sequence, a punching bag appeared and paddles turned into boxing gloves, allowing participants to punch it together in AR. In another, a cannon rolled into view and paddles became torches, enabling the crowd to ignite it collectively.

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The system also continuously captured screen moments throughout the experience. Brand ambassadors equipped with iPads could instantly pull up recent interactions and send images or clips directly to participants, making it easy for fans to share their Pop-Up Video moments to social in real time.