Sumfest’s 30th Anniversary AR Spectacle

Sumfest is no ordinary music festival—it's the global heartbeat of reggae and dancehall straight out of Montego Bay, Jamaica. For three decades, Sumfest has electrified audiences with world-class performances that celebrate the soul of Jamaican culture.

‍

Heading into its 30th year, Sumfest wanted to honor its storied legacy while captivating a new generation of fans. The mission? Deliver a show-stopping interactive experience that would spark social buzz and cement Sumfest’s reputation as a festival innovator.

‍

We built an AR Village—a playground of augmented reality that let fans explore custom filters, snap mind-blowing photos, and share the Sumfest vibe across social media. Each AR experience showcased a unique slice of Jamaica’s musical heritage, turning every attendee into an instant brand ambassador.

• Deepened Fan Engagement: Festival-goers reveled in the immersive AR elements, forging an even stronger bond with Sumfest.
• Viral Visibility: The interactive filters ignited a social media whirlwind, intensifying hype before, during, and after the festival.
• Groundbreaking Status: As the first Caribbean festival to implement AR on such a grand scale, Sumfest raised the bar for live-event innovation across the region.

‍