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Halloween on the High Seas Augmented Reality Adventure

The team at the Loving Living Planet Aquarium (LLPA) approached Gravity Jack looking to transform their entire aquarium into a Halloween-themed event space during the month of October. Our solution? A spooktacular haunted house (aquarium in this case!) that uses augmented reality to engage visitors as they explored the aquarium’s many attractions!

Upon entering, Aquarium visitors were encouraged to download the LLPA app on their iOS or Android device and keep on the lookout for special Halloween AR markers. When a visitor found an AR marker, they would scan it with their phone which unlocked one of ten different spooky characters that felt like they were actually in the aquarium. Haunting the aquarium were realistic characters such as a skeleton pirate with a haunting story to tell about his time at sea, never-before-seen sea monsters who hang out at the bottom of the ocean, and many others! In addition to providing a map of the aquarium, the app encouraged users to take photos of their haunted findings around the aquarium and share them with friends and family!

See it in Action!

The completion and delivery of this project set a new precedent on how AR can be leveraged not only in large event spaces but also seasonally for a wide variety of fun themes!

The Goal

Reimagine how the aquarium can entertain visitors during the Halloween season

Gravity Jack’s Solution

Leverage augmented reality to turn the entire aquarium into a haunted house

The Result

The ability to entertain the aquarium visitors on a large scale with futuristic technology

Our Process

After sitting down with the client and understanding their goals for the project, our team quickly got to work and outlined a specific direction for the project that would meet their desired budget and outcome. From design to development to launch we ensure that communication is a priority. We accomplish this through several methods but emphasized with weekly project rundowns held with the client.

Digital Production

Each project has a dedicated project manager allowing for one point of contact -- bringing a consistent quality and high visibility to the project.

Scoping & Adjustments

Before project development, Gravity Jack follows an agile method that can account for any potential changes to the project.

User Stories

A process of identifying and organizing content.


Planning the rough layout and structure of the site’s pages.


Applying the styles to the wireframes to achieve the final design.


Building the website with modern coding techniques.


Building the website with modern coding techniques.


Identifying and fixing any bugs in the code on multiple devices and screen sizes.


Setting up your site on a hosting service or packaging up the code and handing it over to you!

Pirate Captain





Skull and Bones

3D Development

Gravity Jack got to flex their creative muscles as we researched and designed new 3D characters for this project. It was important to us and the client that they fit the Halloween theme while also incorporating elements of the sea. The 3D characters and their animations seamlessly blended into the aquarium as if they had been haunting it for years!

3D Optimization

Gravity Jack took existing 3D models, added more detail, and optimized them for mobile use.

Pirate Captain





Skull and Bones

Animating sea creatures

The 3D characters and their animations seamlessly blended into the aquarium as if they had been haunting it for years!

3D Animation

We took the models and created custom animations for each of them.

User Stories

Before any app is developed, we create a series of user stories. A user story puts us in the shoes of a potential user which then enables us to make more informed decisions about the functionality and flow of any project.

Features & Functionality

Based on the user stories, we then decide the layout of the main app features


Much like blueprints for a house, a project’s wireframes are a way to showcase each page’s structure and how they interact with each other. Think of it like an architect creating blueprints for a house — the placement of the kitchen, bathrooms, and bedrooms all must be considered before construction.


This process puts the design and development teams on the same page before the development of a website.


The top goal of any project is to ensure that it reflects a company’s brand and values. We incorporate any branding, fonts, and images into the apps design to ensure a sense of familiarity between the customer and client.


All designs are provided to the client for approval prior to any development


iOS & Android App Development

A publicly available app that was easy to find and download

Augmented Reality

Bringing digital characters to life within the aquarium

3D Development

The creation of Halloween-specific 3D assets and animations


Best practices in design and functionality


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