Blur the Lines’ Comvita NZ work recognised at Australia’s Good Design Awards

SYDNEY, Saturday: Auckland design studio Blur the Lines tasted victory in the Digital Design: Game Design & Animation category at last night’s Australian Good Design Awards.

Blur won for its work with Comvita Honey NZ “in recognition for outstanding design and innovation”.

Agency founder/CD Danielle Barclay said the innovative project used cutting edge mixed reality technology to connect overseas customers to Comvita’s brand story in a new and exciting way.

“We are really proud of this project which demonstrates our belief in the power of blending the physical and digital world to create memorable experiences,” she said.

“The tasting experience launched in the NZ Pavilion at the Dubai World Expo this year and is now in Malaysia and China.”

The jury said: “It’s easy to see the great amount of animation and sensory environmental augmentation effort that has gone into the Comvita Mixed Reality Honey Tasting Experience.

“Blending animation of flying into a hive with live action of bees within the hive is something we could never experience otherwise.

“One aspect that really struck us was the creative use of visuals to enhance what people would be tasting in their honey. Nice work.”

The tasting experience launched in the New Zealand Pavilion at the Dubai World Expo earlier this year and is currently travelling in Malaysia and China.

CREDITS

Project Title: Comvita Mixed Reality Honey Tasting
Creative Director: Danielle Barclay,
Technical Director: Preston Thomas
Creative Technologist Craig McKay
Motion Graphics Designer: Justin Fels

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