The Challenge: Turning a Broadway Title Treatment Into an Engaging Interactive Experience
For its 10th anniversary on Broadway, Disney’s "Aladdin" wanted to offer fans more than just a show—they wanted a way to extend the magic into everyday life. That’s where Situation Interactive, the digital marketing agency behind some of Broadway’s biggest campaigns, came in.
Their vision: a custom AR project that transforms the iconic "Aladdin" title treatment into a shareable, magical moment—accessible to anyone with a smartphone.
Enter Benji’s of Brooklyn.
Tasked with developing a series of eye-catching customer engaging marketing experiences at the creative level of the iconic Disney brand, Benji’s team set out to create something that was visually captivating, true to Disney’s brand standards, and easy for audiences to engage with.
The goal? To bridge the gap between physical signage—posters and promotional displays—and the digital world of augmented reality wall art, all while delivering an interactive, theatrical moment that fans could share on social media.
The Process: Designing a Custom Artwork with AR at Its Core
The project had two key components:
1. Rear Camera AR Experience
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Users scanned a QR code placed on "Aladdin" promotional signage (like lobby displays)
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The "Aladdin" logo transformed with magic trail animations—gold dust, light pings, and sparkles that danced around the title
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The AR animation dynamically adjusts based on the logo’s placement, whether horizontal or vertical, creating a fluid, immersive effect
2. Selfie Camera AR Experience
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A 3D magic lamp appeared at the bottom of the screen, revealing itself with a puff of smoke
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Magic trails swirled around the user, enveloping them in a shimmering, aurora-like glow inspired by Instagram’s “Aurora” filter
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The effect was designed for easy, organic sharing—a piece of augmented reality art fans could post and spread across social platforms
This wasn’t just a filter—it was a custom artwork project that merged Disney’s theatrical storytelling with the engaging language of social media.
"Our goal was to make the Aladdin logo feel alive—like it’s part of the world around you," says TC Chou, Creative Director at Benji’s of Brooklyn. "By combining custom artwork with AR, we created something that’s playful, shareable, and deeply connected to the show’s brand."
The Logistics: A High-Stakes Commercial Art Project
Working with Disney meant strict brand standards. Benji had to integrate client-provided 3D assets, adhere to design guidelines, and get approvals at every stage.
The timeline? Compressed. Situation Interactive reached out in early February 2024, and the full augmented reality wall art experience had to be delivered by mid-March.
Benji’s delivered:
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Custom AR filter design for both rear and selfie cameras
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Magic trail animation synced to the Aladdin title treatment
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Testing, QA, and publishing support for Instagram
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On-brand execution that respected Disney’s visual language while adding a fresh, interactive twist
The Impact: A Magical Moment That Lives Beyond the Stage
For "Aladdin" fans, this wasn’t just a cool add-on—it was a new way to connect with the show. By turning static title treatments into augmented reality art, Benji’s and Situation Interactive gave audiences a way to carry the magic with them—literally in their pockets.
"The AR experience was a huge hit," said Situation Interactive. "It brought the 'Aladdin' brand to life in a way that was fun, unexpected, and shareable. We couldn’t be happier with how it turned out."
This project proved that even without a physical product, a well-executed commercial art project can deepen audience engagement, expand brand reach, and make magic feel tangible—one golden dust trail at a time.