A PORTAL TO THE
IMAGINATION
CLIENT /
Design Core Detroit
ROLE /
Concept, Design, Art Direction
SCOPE /
AR Visuals, Decals
04
THE CHALLENGE
Design Core Detroit, a nonprofit fostering design-driven innovation in Southeast Michigan, needed an exhibit for the 10th anniversary of Detroit Month of Design that would engage the local creative community while navigating COVID-19 safety restrictions.
Traditional gallery formats were no longer viable, yet the milestone anniversary demanded something memorable that would resonate with Detroit natives and the city's artist community.
PROMO VIDEO
THE STRATEGY
Rather than adapting a traditional exhibit to pandemic constraints, we reimagined the entire format. "Living Decals" turned the city itself into a distributed gallery using augmented reality. Four interactive decals exploring distinct artistic themes were strategically placed throughout Detroit. When scanned through Snapchat, each decal activated with animation, transforming static street art into immersive experiences.
This approach solved multiple challenges simultaneously: it maintained social distancing, encouraged exploration of different neighborhoods, and met audiences where they already were (both physically in Detroit and digitally on social platforms).
EXHIBITION / LIVING DECALS
Our team developed four engaging interactive decals—
Fun Type, Futurism, Doodled World, and Renaissance—activated through Snapchat, showcasing animations.
Strategically positioned across Detroit, a total of 60 decals offered visitors a safe and socially distant way to explore and interact with our creations.
VISUAL CONCEPT / RENAISSANCE
In my role, I led the conceptualization, art direction, and design of the Renaissance interactive decal.
The primary aim was to honor the rich history of art while incorporating a contemporary edge, seamlessly blending traditional artistic styles with modern influences. This design was crafted to highlight the iterative creative process, showcasing everything from the initial brainstorming sessions (top right corner), to the drafting stages (middle), and ultimately to the finished product (bottom left).
After initial sketches and rough comping, designs were brought to life using Blender and Snap AR Lens Studio.
RESULTS / AWARDS+
The exhibit successfully activated Detroit's creative community during a period of social restriction. Within 30 days, the decals generated significant engagement. The Renaissance interactive decal standing out as the most engaging, accumulating over 1,500 views and 400 plays.
The project received a Silver Award at the 2020 D Show, organized by Adcraft Detroit recognizing both its creative innovation and effective response to unprecedented design constraints.
DECAL
Carly Ouellette –– SR. ART DIRECTION/DESIGN (FUN TYPE)
Travis Taylor–– COPY
Brad Nawrocki –– 3D DESIGN
Shaun Walsh –– 3D DESIGN
Michael Crawford –– ART DIRECTION/CONCEPT, DESIGN (FUTURISM)
Cat Thielen –– ART DIRECTION/CONCEPT, DESIGN (DOODLED WORLD)
Tomi Rosanwo –– ART DIRECTION/CONCEPT, DESIGN (RENAISSANCE)