Lenz App Turns Anything Magenta into AR Screen

Forget about green-screen: new app The Lenz turns anything magenta into an AR screen.

Created for the telecoms company music and lifestyle program Telekom Electronic Beats, the app allows users to point their phone camera towards anything magenta, the brand's signature colour, to activate augmented reality elements, including video and visual elements.

To launch this new app, the brand and Saatchi & Saatchi London have teamed with Damon Albarn and Jamie Hewlett's virtual band Gorillaz, with content, artwork, videos and new music available via the app.

Though The Lenz will work on anything magenta; clothes, objects, or the convenient square of magenta at the bottom of this article, the agency will also be creating magenta zones in locations all over the world, including billboards, street installations and lights projected onto building. In a promo image released by the agency, one such zone of magenta grass found between Tower Bridge and City Hall in London.

So you can visit there, find an installation in your own city, or download the app and give it a go below:

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