The brief was to create an AR activation for the XO team for the release of The Weeknd's project, "The Dawn is Coming". We proposed creating billboards for the project that can activate AR through your phone. The website on desktop would show the locations of the billboards, but the AR experience is exclusively on mobile. The AR filter would take you into Abel's world for this album/single, giving the viewer a snippet of the song and an immersive experience in a virtual space. The project was not able to be executed due to time constraints.