ATR 25
Twenty-five years of graffiti, sneaker culture, and hip-hop heritage - preserved in 3D and activated through augmented reality. For All The Right's milestone anniversary, we photogrammetrically scanned the artifacts that define ATR's legacy - the iconic truck, founder portraits, storefront elements - and transformed them into interactive WebAR experiences that bring a quarter-century of Queens culture into digital space.
The Brief
ATR is not just a streetwear brand - it is a cultural institution. Twenty-five years in Queens, rooted in graffiti, sneakers, and hip-hop, with a physical space that carries the patina of every era it has survived. The anniversary demanded more than a logo refresh or a sale event. It required a way to honor the brand's history while demonstrating that ATR is still building toward the future.
The approach was to create a living digital archive - scanning the physical artifacts that define ATR and transforming them into interactive experiences. Photogrammetry captures not just geometry but history: the layered paint on the truck, the wear patterns on sneakers, the personality in a founder's portrait. These details tell the story that no brochure or video could.
Process
01 - Photogrammetry Capture
Systematically scanned key ATR artifacts - the branded box truck, founder portraits, sneakers, and storefront elements. Each scan was approached as archival work, capturing not just surface geometry but the material history embedded in every object: layered spray paint, sticker residue, sun-faded graphics, and the accumulated patina of 25 years of daily use. These textures are irreplaceable and tell the story of the brand better than any written narrative.
02 - 3D Processing & Optimization
Processed raw scan data into production-ready 3D models through a pipeline of mesh reconstruction, retopology, UV mapping, and texture baking. The truck scan alone required careful geometric optimization to preserve the complex surface detail of hand-painted murals, weathered metal, and overlapping sticker layers - all while keeping the polygon count viable for real-time rendering on mobile devices.
03 - WebAR Development
Built WebAR experiences on 8th Wall - zero app download, zero friction. Users scan physical ATR materials (posters, stickers, clothing) to trigger interactive digital celebrations. The 3D models come to life with custom animations, particle effects, and physics simulations that transform static scans into dynamic, shareable moments. Every interaction was designed to feel immediate and rewarding.
04 - Anniversary Activation
Deployed at ATR's 25th anniversary event. Attendees scanned branded materials to unlock exclusive AR content - the photogrammetric truck driving off its pedestal, founder portraits animating with particle effects, sneaker models you could examine from every angle. The experience served a dual purpose: live entertainment for the celebration and a permanent digital archive that preserves ATR's physical legacy beyond the lifespan of any single object.
Deliverables
25th Anniversary AR Experience
WebAR activation for ATR's 25th anniversary - scan physical materials to trigger digital overlays celebrating a quarter-century of Queens street culture.
George Scan - 3D Portrait
Photogrammetric 3D portrait of George - one of ATR's founders - captured as part of the 25th anniversary digital archive. The scan preserves not just likeness but personality.
ATR Truck - Before & After
The iconic ATR truck scanned via photogrammetry - showing the before and after of the 3D reconstruction process from raw scan data to cleaned model.
Truck UV Mapping
UV unwrapping and texture mapping of the scanned truck - revealing the technical process behind applying photographic textures to the 3D geometry.
Truck Physics Simulation
Physics simulation applied to the photogrammetric truck model - the scanned geometry interacts with simulated forces, creating playful, unexpected movement.
ATR 8-Wheel Experience
Interactive 8-wheel AR experience - bringing ATR's custom sneaker and graffiti graphics into an immersive digital space that users can explore on their phones.
Technical Pipeline
Capture
Multi-angle photogrammetric capture using structured overlap patterns. Each artifact required a distinct capture strategy - the truck demanded outdoor, multi-pass scanning; portraits required controlled lighting; smaller objects used turntable setups for maximum surface coverage.
Processing
Raw scan data processed through mesh reconstruction, decimation, UV unwrapping, and texture baking pipelines. Retopology was applied selectively to preserve critical surface detail while meeting the polygon budgets required for real-time mobile rendering.
Delivery
WebAR deployment via 8th Wall with image target tracking. Optimized 3D assets compressed with Draco encoding and served through CDN for sub-3-second load times. Physics simulations and particle effects run client-side using Three.js with custom shaders.
About All The Right
All The Right (ATR) is a Queens-based creative collective and streetwear institution with 25 years at the intersection of graffiti, sneaker culture, and hip-hop. Known for iconic murals, custom graphics, and an unwavering commitment to the creative underground, ATR has been a cultural anchor in Queens since 1999 - the kind of space that defines a neighborhood and outlasts trends. This project was built to honor that legacy in a medium as forward-looking as the brand itself.
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