Established client
A recognized nonprofit, new to XR. It had to feel trustworthy, not gimmicky.
Feed the Children · WebAR · Nonprofit campaign
Empty cabinets, full impact
A browser-based WebAR experience that makes childhood food insecurity visible, and drives donations. No app, no headset, just a phone.
XR Designer · CXR Agency (Kinemeric)
Concept through final QA · 2022
ROLE
XR Designer, concept to QA
PLATFORM
WebAR · 8th Wall
TEAM
Me, Asst. Creative Director, PM, 2 developers
CRAFT
3D in Vectary · Sound · Storyboarding
The brief
A well-known cause, looking for a new way to be told
Feed the Children wanted to bring AR into their next call for donations. Curious about XR but new to it, they partnered with our team to explore it.
No app required
Works from a link or QR code, so any donor can open it instantly.
Beyond the mailer
Replace the wait-and-see of direct mail with something donors interact with right away.
What I did
I owned the experience, concept through final QA
Working alongside an Assistant Creative Director, I made sure what shipped matched the idea.
Concept
Co-developed the food-cabinet metaphor
Storyboard
Narrative beats and AR triggers, scene by scene
Sound plan
Ambient sound and voiceover cues
3D assets
Modeled and prepared in Vectary
Living photos
Kids’ photos filmed to play like short videos
Test & QA
Repeated rounds, notes fed back to devs
5
person team: me, an Asst. CD, a PM, and 2 developers
0
apps to install: it runs in the phone’s browser
1
QR scan or link to start giving
Key decisions
Three calls that shaped the experience
APPROACH
App-less WebAR with video inset
Weighed several XR directions and chose WebAR over full 3D interactivity, to move fast without losing impact.
VISUAL MESSAGING
Food cabinets, not a fridge
Clear, on-brand and emotionally direct, without being exploitative.
STAYING FOCUSED
No brand partnerships
Set aside potential food-brand tie-ins to keep production fast and the message uncluttered.
Concept & storyboarding
Scan to donate, scene by scene
The full sequence was storyboarded before any 3D asset was built.
1
Scan the QR code or open the link
2
A surface fills with kids’ photos
3
Shelves open full, then close empty
4
Donation progress toward the goal
3D environment & assets
A kitchen that feels lived-in
Built from scratch
Cupboard exteriors and interiors, a whiteboard and a countertop, with food cans animated in and out in step with the voiceover.
Photos that come to life
Each kid’s photo on the cabinet is a short video, so the child plays in place. A small touch that makes the space feel real.
Interaction & testing
From full to empty, every beat had to land at once
Voiceover, visuals and the food disappearing and reappearing were tested on the working build until the timing felt right.
Seen in action
No app. No headset. Just a phone.
Captured live on secure.feedthechildren.org, running in a mobile browser.
Results
Beyond wait-and-see
Where a direct mailer meant waiting to see results, this campaign drove action almost immediately.
Hundreds
of clickthroughs, almost immediately
Uptick
A measurable rise in donations
New channel
Running alongside direct mail
“Leaving an empty cabinet over a full one left users with a lasting reminder that food insecurity is a pressing issue that still plagues society.”
Client work for Feed the Children, delivered at CXR Agency (Kinemeric) with an Assistant Creative Director, a project manager and two developers. This page shows my role and contributions.
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