The case

WWF wanted people in Chile to feel what extinction actually means. Inbrax’s idea was a museum where species we have already lost come back to life. Bus-stop posters and social posts led people to a WebAR experience, with no app to download, where the great auk, the dodo and the Formosan clouded leopard appear life-size in front of them. We built the whole AR side: modelling and animating the three species and developing the WebAR experience; Inbrax created the street and social campaign. The hard part was animating extinct animals that were never filmed: we worked with a conservation veterinarian to work out how each species moved, work that later won Gold for naturalistic illustration at Veredictas. It drew over 28,000 visits, with more than 14,000 people interacting with the animals in AR, and won Chile’s first Webby (2022, Social: Sustainability & Environment), one of 26 awards across 10 countries.