WebAR development enables businesses to bring augmented reality to the widest possible audience. Frameworks and tools simplify the process.
Farms of The Future AR for McCain
POWERING a GLOBAL CAMPAIGN THROUGH A GAMIFIED, INTERACTIVE FARMING EXPERIENCE
Bringing regenerative agriculture to life via playful omnichannel storytelling across WebAR, animated video, and DOOH
Services: Web AR Design and Development, 3D Asset Creation and Animation, AI Avatars
Consulting: Concept Creation
Delivery: Omnichannel Campaign
Tech: 8th Wall, Unreal Engine, Unity, Inworld.ai, ElevenLabs
Industry: Food & Beverage, Consumer Goods, Events
Key contributors:
Alexandre Branitsky
Basak Akman
Anna Kite
Norik Imami
Preston Platt
Daniel Fernandes
Sam Field
Carmen Lambrianos
Vladimir Karić
About the Project
McCain Foods, one of the world’s largest producers of frozen potato products, launched its global marketing campaign to promote the importance of regenerative agriculture.
They were looking for a creative way to reach people—something interactive and playful, delivered through the mobile-first platforms where attention already lives.
That’s why they partnered with Rock Paper Reality and Gravity Road: to bring their sustainability story to life through immersive technology and storytelling.
The Challenge
Getting people to understand the intricacies of regenerative agriculture isn’t easy. It’s a complex, technical topic—and McCain needed to make it feel simple and fun.
The experience had to educate without overwhelming, inform while entertaining, and engage without losing the core message: regenerative farming is the future of healthy, great-tasting food.
The Solution
Farms of the Future AR was built using 8th Wall as a full-scale WebAR game, accessible via mobile browser. It puts users in the shoes of farmers—allowing them to grow virtual potatoes using regenerative techniques, test their farming skills, and compete for exclusive prizes.
To make the experience feel more personal, we created two characters—Vera, a friendly farm guide, and Wormy, an AI-powered expert affectionately dubbed “the soil stud” (yes, he’s got soil smarts and can’t resist fries), and trained using McCain’s own knowledge base, in partnership with Inworld.ai.
These in-game companions walked players through hands-on learning moments, making topics like soil health, crop rotation, and biodiversity feel approachable, relatable, and satisfying. Vera was also featured as an AI ambassador at an immersive installation at Chelsea Market in NYC.
To help the game stand out, we produced a 3D animated promo video that captured attention, sparked curiosity, and got people playing. We also rendered a cinematic, highly detailed scene of the farm in Unreal Engine to support the activation at Outernet London.
To keep the experience exciting, we added a competitive edge.
It featured two challenges: farming potatoes and turning those potatoes into fries. Players could climb the in-game leaderboard and earn real-world prizes—from farm-themed getaways to recycled swag. The more potatoes they farmed and made into fries, the higher they scored—and the greater the reward—making the game highly shareable and fun to play with friends.
The Outernet Takeover
To extend the impact even further, we reimagined the experience for the digital out-of-home space in London, pulling off a full-on Outernet London takeover in collaboration with Grand Visual and PHD Media UK. From March 27th to 30th, the game was supersized into a gesture-based, two-player game that allowed users to compete side by side on massive immersive screens—turning McCain’s sustainability message into a high-energy, shared moment in one of London’s busiest public venues.
Activation in Shopping Malls
From March 24 to April 13, 2025, the experience was deployed across four popular shopping malls in the UK, including Bluewater, Bullring, Eldon Square and The Arndale, using their interactive touchscreens for gameplay, and it was also activated at Chelsea Market in New York City.
THE RESULTS
In the midst of growing calls for transparency in food production, this educational and fun AR experience enabled McCain to strengthen its connection with audiences. It fueled their global awareness campaign for regenerative agriculture, driving over 6 minutes of engagement per active user on average, as of March 26, 2025.
touch-screen campaign
24 Mar – 13 Apr 2025
The results from this three-week campaign across four major UK shopping malls demonstrate how engaging and entertaining the experience was for visitors.
↓ TOTAL GAMEPLAYS
Nearly
27K
↓ PER DAY
319
Plays
↓ PER HOUR
32
Plays
With the screens being in use for around 50% of the day on average, the campaign generated 1,253,120 seconds of gameplay—that roughly equates to 15 days of interaction!
OUTERNET CAMPAIGN
27–30 March 2025
The Outernet campaign achieved strong reach and high engagement, leading to an average dwell time of nearly three minutes. Here are the key results.
↓ GAMEPLAYS
17,612
↓ TOTAL IMPRESSIONS
4.97
Million
↓ AVERAGE DWELL TIME
176
Seconds
Overall, this project proved how powerful immersive tech and hands-on interaction can be in simplifying complex ideas and turning them into meaningful engagement—all while connecting users to brand missions. With McCain, we planted the seeds of something bigger—a story that lives on long after the last virtual fry is harvested.
TALK TO US
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