BrandXR, Electrifly AR game lands Telly, which honors video, television experiences

A BrandXR partner-created augmented reality experience that enhances an art piece on the wall of Ventimiglia Italian Foods in Sterling Heights, Mich., has won a video/television award.

The organizers behind the annual Telly Awards announced this month that the "Trailblazer" AR piece, an enhancement of artist Wendy Popko, took home a Gold Award.

Using an AR filter, visitors to the mural can see the painting come to life.

Through an app, they can play an interactive game that sees a soccer ball emerge from the wall, hurtle toward the screen, requiring the player to tap the screen as a way to send the ball back toward the wall.

The game keeps score, as well, giving players a chance to aim for their own high scores.

Other sections of the sports-themed mural are enhanced with a kayaker who comes out of the wall and a cyclist who follows a path that's painted on the wall.

A second installation - an augmented reality mural for Electrifly Detroit's AR Mural Festival - received a bronze award.

The Tellys annually recognize exceptional work in visual media, with companies like AFLAC, Sony and Deloitte also taking home Gold Awards.

BrandXR's works closely with Electrifly on augmented reality experiences. 

The team took home two awards, with a gold coming in the "Immersive and Mixed Reality->Craft-Use of Interactivity" category along with the international media company Al Jazeera and the bronze coming in "Immersive and Mixed Reality-> Craft-Use of AR" category.

"Being on that list alongside those companies with Electrifly is a great accomplishment for our team," BrandXR cofounder Moody Mattan said. "It's another example that the award-winning work we do is both helpful to our community partners that we build for and that our quality continues to be worthy of recognition. We look forward to continuing our work and pushing mixed reality forward."

The BrandXR team is based out of Michigan and Orlando, Fla.