For the release of Tony Starks final solo adventure movie, Disney & Marvel were searching for an innovative way in which their fans could explore the character and his world in an entirely new and exciting way.
So we developed an ambitious concept; give Stark fans the opportunity to "suit-up" as Iron Man, and explore all that the Mk XLII Iron Man armoured suit has to offer.
Ambitious we know, we set about developing an entirely new approach to Augmented Reality and body tracking technology.
Become Iron Man was rolled out globally, with installations in 18 countries and four continents around the world, including 20 separate installations in the UK. Become Iron Man became a world first; no other major film brand had adopted AR to this degree and scale ever before.
The experience won several prestigious awards, including Unite 2013: Best Non-Game, The Drum UK Event Awards 2013, Screen Marketing Awards 2013, and AWE 2013: Most Innovative Use of AR.
Become Iron Man was later adapted and became a core component of the Iron Man Tech exhibit at Disneyland California. In 2014, Become Iron Man was installed on the Disney Magic Cruise Ship, and then went on to feature in Discovery Times Square New York as part of the Marvel S.T.A.T.I.O.N. exhibit.