Milestone ARchives
As lead strategist, part of the team that led the development of a groundbreaking yearlong initiative in partnership with Ally Financial, DC Comics, and WarnerMedia to celebrate, elevate, and support diverse creators across art, entertainment, and fashion. This collaboration aimed to amplify the voices of underrepresented creators within the comic book and entertainment industries, with a particular focus on the influential Milestone universe, home to superheroes such as Hardware, Icon & Rocket, and Static.
The initiative kicked off at South by Southwest, a major cultural event, with an immersive and innovative augmented reality experience on Snapchat called Milestone ARchives. This immersive AR experience was developed by R/GA as Ally’s digital creative agency, creating a multi-level interactive journey that combined the rich history of the Milestone universe with cutting-edge technology.
Touchpoints:
Snapchat AR Experience: The primary touchpoint of this campaign was an immersive Snapchat AR experience where users could travel between floors of a virtual Milestone ARchives building. Each floor introduced iconic superheroes—Hardware, Icon & Rocket, and Static—offering users the chance to explore their backstories, powers, and roles within the Milestone universe.
Diverse Creator Spotlight: As part of the yearlong initiative, we celebrated diverse creators not just within the world of comics but also in other creative fields, such as art and fashion. This celebration was seamlessly integrated within the AR experience, giving users access to exclusive content, interviews, and behind-the-scenes insights from diverse artists and creators.
Brand Alignment & Storytelling: Ally Financial’s mission of supporting diversity and inclusion was naturally aligned with the values of DC Comics' Milestone universe, known for its focus on Black superheroes and creators. The Milestone ARchives initiative served as a powerful narrative vehicle to showcase Ally’s commitment to empowering diverse voices in entertainment and culture.
Interactive & Educational Elements: The AR experience didn’t just offer users entertainment but also served an educational function by providing deeper insight into the origins of the Milestone superheroes and their relevance to both the comic book world and contemporary culture. Users were able to engage with each character's backstory through animated interactions, making learning about these icons of diversity an interactive experience.
Social Media Amplification: To maximize reach and engagement, the campaign was heavily amplified across social media platforms. Users were encouraged to share their AR experiences, thus creating organic buzz and fostering a sense of community around the celebration of diverse creators.
Impact:
The Milestone ARchives at SXSW launched a yearlong celebration of diversity in creative industries. By blending AR with DC Comics’ storytelling, it engaged users while reinforcing Ally Financial’s commitment to underrepresented creators. This innovative campaign bridged digital and cultural storytelling, solidifying Ally’s leadership in inclusion and diversity.
