Tine Melk AR
       
     
Tine Melk Augmented Reality App
       
     
Concept art
       
     
Cow concepts
       
     
       
     
Tine Melk AR
       
     
Tine Melk AR

About this project
Tine Melk Augmented Reality-app for iOS and Android. Tablet-owners could download the app for free, launch it and point the device at their milk carton, after which the app would recognize the AR-tags on the carton. Suddenly a virtual 3d world would appear around your carton, with animated and speaking cows in an idyllic norwegian farmland scene.

The cows move around, talking to each other, telling us about the different regions where the milk is produced.

Client: Tine.
Agency: TRY.
Production company: Placebo FX.
Creative direction: Kim Baumann Larsen and Magnus Wessel-Bøe Waal.

Notable nominations:
This app was nominated for the prestigious Cannes Lyons award in 2012.

Tine Melk Augmented Reality App
       
     
Tine Melk Augmented Reality App

The app in use, revealing the cows and their environment on the user's tabletop.

Concept art
       
     
Concept art

The approved main concetual artwork which defined the visual direction of the app.

Cow concepts
       
     
Cow concepts

Different stylistic directions for the cows, from cartoony to realistic. The client wanted the cows to look more real, so the direction of the first version was chosen.

       
     
Video: Tine Melk AR-app

Promo-video for the app.