Rugby World Cup

In 2024, Orange tasked us with reinventing the rugby fan experience by channelling the energy of the sport into an interactive augmented reality activation deployed on Snapchat. Rather than relying on traditional engagement mechanics, we designed a genuine digital playground built to connect fans with Orange's sponsorship. Atomic handled design and production end to end: custom AR lenses that let fans test their rugby skills and personalise their support in real time, backed by high-fidelity 3D stadium graphics and gamified mechanics crafted to extend the matchday atmosphere. The result is a social, playful experience rooted in sporting passion that brings the brand closer to its community. Results: an average play time of 25 seconds per user session.