About

Coors Light approached Trigger XR for an AR experience celebrating their partnership with the NHL team, Seattle Kraken. It featured unique Kraken content and a sweepstakes, accessible via QR codes on Coors Light packaging. Its success led to a second season with new AR features, including a 360º portal and enhanced promotional content for OOH, In-Stadium, and social media.

Role

As XR Director, my role was to lead the project from pitch to finish. In close collaboration with the Seattle Kraken brand team, my team and I managed all creative aspects, including UX/UI design, 3D design, and narrative crafting. My responsibility extended to coordinating with 3D vendors, animators, and developers, ensuring that our collective efforts aligned with the creative goals and brand standards. I played a pivotal role in directing animated social promos, crafting script copy for broadcast, and orchestrating 360º drone captures of key Seattle Kraken locations, like the team’s home ice at Climate Pledge Arena.