New Jersey Devils
Groove Jones 
The New Jersey Devils announced the historic release of the organization’s first-ever third jersey, and Groove Jones helped launch the design with AR.
The New Jersey Devils announced the historic release of the organization’s first-ever third jersey, and Groove Jones helped launch the design with AR.
The New Jersey Devils announced the historic release of the organization’s first-ever third jersey, and Groove Jones helped launch the design with an AR campaign.
The Devils launched the franchise’s first-ever black jersey, trimmed in white with touches of red, which weaves together Jersey pride, Devils’ history, and the state’s professional hockey heritage. The jersey was created in collaboration with the New Jersey Devils, NHL, and Adidas and guided by the Hall of Fame goaltender Martin Brodeur, who is the winningest goaltender in NHL history and the team’s backstop to three championships. He can now add Jersey Designer to his illustrious resume.
The Devils partnered with renowned augmented reality agency Groove Jones to create an immersive experience for the tease and reveal of the new sweater.
In the weeks leading up to the announcement and unveiling, AR posters featuring the New Jersey state outline and the word REPRESENT (but featured no Devils branding) were placed throughout the state in an effort to cryptically tease fans and residents in New Jersey.
Groove Jones crafted an AR effect so that when activated, the posters revealed the jersey material and striping and a date – 11.23.21 – enticing people to come back and reactivate the effect and learn what it is was all about.
On 11.23.21 the activated posters show the intricate design details and storytelling elements of the new sweater. The activation was a trip throughout time that brought together New Jersey’s hockey past, present, and future.
Case study - https://www.groovejones.com/new-jersey-devils-third-jersey-ar-campaign/
Other Work by Groove Jones
