Created a global, augmented reality campaign to engage superfans and drive community around a posthumous album. Part 1: During the global screenings of Balloonerim, fans in Pittsburgh, New York, London, Paris, and Toronto were presented with branded QR codes and signage that would launch a geospatially-anchored augmented reality experience. Using Google’s Geospatial Creator technology, we brought the album artwork to life for fans and structurally anchored the balloon to the theaters. The AR was anchored equally by point cloud, location coordinates, and the live camera feed. Part 2: A few days after the release of the album and short film, on Malcolm’s birthday, we released our hero video that watches Balloonerism untie at the film screening location in Pittsburgh (where Malcolm was born & raised), float through locations of key moments in his life and music (like Blue Slide Park), travel around the world, and return home. Fans were encouraged to look out their windows all around the world to see Balloonerism for themselves by going to www.balloonerism.com.