Watch and interact with Sam Smith as they perform their new single “Diamonds” in a Spotify-first augmented reality experience which showcases the future of album art using WebAR.

Creative agency, POWSTER, used innovative volumetric capture technology from Dimension to bring the vision to life, and is the first to use 8th Wall’s image target augmented reality technology to trigger and track multiple volumetric video captures to create a truly holographic experience. Now with this innovation, fans can be fully immersed in the world of Sam Smith, viewing and interacting with a miniature augmented reality-version of the superstar dancing on their mobile device screen, replacing a traditional music video set with the viewer’s immediate location, whether it be a work desk, kitchen table, or living room.

This breakthrough activation reflects the evolution of album artwork that previously only featured static images and looping videos, encouraging Sam Smith fans to play the song on Spotify and scan the album art to unlock their own personal concert. Once the mobile phone camera scans the Spotify image marker, AR technology initiates an interactive “Diamonds” experience with a miniature dancing Sam Smith hologram. Fans can also interact with the experience by pressing on the screen to release a shower of on-screen diamonds timed to the chorus of the song.

Read about the Sam Smith “Diamonds” WebAR experience on Rolling Stone.