Kylie Minogue Wine AR

Overview

For the global launch of Kylie Minogue's wine brand, I engineered the WebAR platform behind the fan activation — a browser selfie experience distributed through Kylie's personal Instagram channel and run live at her offline wine launch events. Fans pose alongside a virtual Kylie, decorate the shot with branded stickers, and download a finished composite ready to share. The campaign reached an estimated 10,000+ unique players globally.

Role division: Catalyst led brand strategy and creative direction. I was responsible for the technical platform — the WebAR composite-camera setup, the multi-touch sticker interaction layer, and the photo capture and download pipeline.

What I Built

• WebAR composite camera built on 8th Wall — pulls the front-facing camera feed and composites it with a fixed Kylie portrait, giving fans a clean "with Kylie" selfie without needing pose or face tracking.
• Multi-touch sticker layer supporting zoom, drag, rotate, delete, and z-order management on a per-sticker basis, with gesture-conflict resolution tuned for real mobile users — the place where this kind of experience usually breaks.
• Composite photo capture that flattens the live camera frame, the Kylie overlay, and the user's sticker arrangement into a single shareable image, generated entirely in-browser.
• Cross-device polish so the touch interactions feel right on iOS Safari, Android Chrome, and the in-app browsers fans typically open Instagram links from.

Technical Solutions

The hardest part wasn't the AR compositing — 8th Wall handles the camera layer cleanly. The real engineering problem was the sticker interaction system. Multi-touch on mobile is notoriously fragile: simultaneous pinch-zoom on one sticker while a second finger repositions another, gesture ownership conflicts, and z-order management that feels intuitive rather than accidental. I built the gesture-conflict resolution from scratch, tuned against real device behaviour across iOS and Android, rather than relying on a generic touch library that would have felt wrong.

Photo capture required flattening three independent layers — live camera feed, the Kylie portrait overlay, and the sticker canvas — into a single composite at download time. All of this runs in-browser, with no round-trip to a server.

Why It Matters

A celebrity-branded AR selfie experience lives or dies on feel. The AR compositing has to be seamless, the sticker controls have to be intuitive on the first tap, and the output has to be genuinely shareable — not a screenshot of a broken UI. Shipping something that held up across global mobile devices, through a live Instagram-driven campaign, and felt polished enough to carry Kylie Minogue's name on it was the benchmark. The platform is also designed to reuse: the composite-selfie mechanic is infrastructure I can carry into future celebrity and brand activations.