ATR 25
For All The Right's 25th anniversary, we scanned the ATR truck, founder portraits, and storefront elements with photogrammetry and turned them into interactive WebAR experiences.
The Brief
ATR has spent 25 years in Queens rooted in graffiti, sneakers, and hip-hop. The anniversary needed more than a logo refresh or a sale: a way to honor that history while showing ATR is still building.
The approach: a living digital archive. Scan the artifacts that define ATR and turn them into interactive experiences. Photogrammetry keeps the layered paint on the truck, the wear on the sneakers, the personality in a founder's portrait.
Process
01 - Photogrammetry Capture
Scanned the branded box truck, founder portraits, sneakers, and storefront elements as archival work: layered spray paint, sticker residue, sun-faded graphics, 25 years of daily use.
02 - 3D Processing & Optimization
Turned raw scans into production models through mesh reconstruction, retopology, UV mapping, and texture baking. The truck needed careful optimization to keep its hand-painted murals and sticker layers while staying light enough for mobile.
03 - WebAR Development
Built the WebAR experiences on 8th Wall, no app download. Users scan ATR posters, stickers, or clothing to trigger the 3D models with custom animations, particle effects, and physics.
04 - Anniversary Activation
Deployed at ATR's 25th anniversary event. Attendees scanned branded materials to unlock the truck driving off its pedestal, founder portraits animating with particles, and sneaker models to examine from every angle. The result doubles as a permanent digital archive of ATR's physical legacy.
Deliverables
25th Anniversary AR Experience
WebAR activation for ATR's 25th anniversary: scan physical materials to trigger the digital overlays.
George Scan - 3D Portrait
Photogrammetric 3D portrait of George, one of ATR's founders, for the anniversary digital archive.
ATR Truck - Before & After
The ATR truck scanned via photogrammetry: raw scan data before, cleaned model after.
Truck UV Mapping
UV unwrapping and texture mapping of the scanned truck.
Truck Physics Simulation
Physics simulation on the scanned truck model, the geometry reacting to simulated forces.
ATR 8-Wheel Experience
Interactive 8-wheel AR experience bringing ATR's custom sneaker and graffiti graphics onto phones.
Technical Pipeline
Capture
Multi-angle capture with structured overlap. The truck needed outdoor, multi-pass scanning; portraits, controlled lighting; smaller objects, a turntable.
Processing
Mesh reconstruction, decimation, UV unwrapping, and texture baking, with selective retopology to keep surface detail inside mobile polygon budgets.
Delivery
8th Wall with image target tracking. Assets compressed with Draco and served from a CDN for sub-3-second loads. Physics and particles run client-side in Three.js with custom shaders.
About All The Right
All The Right (ATR) is a Queens-based creative collective and streetwear institution at the intersection of graffiti, sneaker culture, and hip-hop, a cultural anchor since 1999 known for murals and custom graphics.
alltheright.com →
