“With the launch of Starbucks Reserve in Mumbai, Starbucks sought to elevate the coffee experience and launch a premium coffee format. As part of this, we created Starbucks Asia Pacific’s first-ever AR mural. The entire artwork comes alive on customers’ screens when they point their phones at the mural. We wanted to make the mural and mascot as mesmerizing and charming as the legendary siren, Starbucks’s muse. Our concept was to convey the care, charm and wisdom of the siren—and therefore Starbucks—along with the relentless pursuit of prosperity and refreshment that its coffee brings.”