We designed fake ARG experience, connecting the game Unravel with the craft store Panduro, to create a puzzle crafting adventure where participants bond to each other.
My role was to structure the project, facilitate, direct the trailer, and designing the game and visuals.
I collaborated with four other students.
Our trailer! This brief is fake, so neither Unravel or Panduro has anything to do with this ;)
Design a commercial ARG, which contains meaningful activities and some form of payment transaction designed into structure.
Players of the game Unravel, and people who like crafting.
We knew that we wanted to base the ARG on a video game but decided to brainstorm on which game could create fun activities. Each member presented 1-3 games, and then we voted to crown the winner: Unravel 2!
We needed to incorporate a payment method, which we solved by pretending that Panduro was a partner in the ARG. It was a perfect fit with our target audience!
ARG title
Business Model
Subway poster
Defining our top challenges
Deciding on the core loop
We research both ARG's, Unravel, and Panduro.
Getting inspiration from past ARG's allowed us to understand what could result in a successful project. Some key insights were:
During the research sessions we defined our top challenges and the core game loop of the players. We realized that we wanted to put a lot of focus on collaboration and the social aspects of the game.
During the creation of the ARG, we focused on really defining the main story and coming up with several examples of the core activity.
Everyone in the group presented their ideas after a 4-part-sketching-session, and we voted on the concepts we really thought could fulfill our brief. This gave us both activities and story inspiration!
After deciding on the concept, we created a user journey in order to visualize how the players would interact with the game. This helped us with the trailer storyboard, since we realized what artifacts we needed to be able to present our concept.
I directed the trailer, and filmed with two team members. We had a really fun time coming up with new ways to share our ARG concept idea! After that I directed the voice over recording, and another team member edited the trailer!
Our top voted concepts
The user journey
Storyboard for our trailer
Visual help for filming
"Fantastic! It made me very happy, it was so nice! I want to play now!"
"What a great trailer. It showed that you've worked a lot with the core activity loop. It was very well presented."
Feedback
Our ARG concept was well recieved by both our teachers and classmates!
Except delivering a trailer and artifacts, we also wrote a design document which contained information about the trailhead, core experience, physical & virtual design, safety & etics, tradeoffs, and result.
A red Yarny I made
Remember that this brief is fake, so neither Unravel or Panduro has anything to do with this ;)
Trailer mockup
Trailer mockup
Our game app (Figma link)
Example of graffiti marketing with a QR code
Example of graffiti marketing with a QR code
Crafting a Yarny
Product props
Create an engaging AR game filter that enhances the experience of the exhibition Play Beyond Play.
Designing a game that will teach about the consequences of war, with several game modes.
Incorporate education about economics, so that their customers can learn in a pain free way.
Increase the paying customer base & explore the possibility to incorporate gamification.
