Searching for the Wizard of Oz
A city-scale augmented-reality scavenger hunt that invited audiences to rediscover Adelaide’s streets through story, play, and a touch of magic.
Searching for the Wizard of Oz was created as part of City of Adelaide’s “Adelaide Unleashed” program — a series of activations designed to bring people back into the CBD after the pandemic.
We approached the project as a chance to re-enchant the everyday: to turn familiar laneways and streets into a playful, narrative space that rewarded curiosity and movement.
The Experience
The experience took the form of an AR scavenger hunt. Six large illustrated posters were pasted throughout the city, each waiting to be discovered. When visitors held up their phones, the posters came to life through 2D animation — unfolding small moments from the Oz story and gradually guiding them towards a final reveal.
Participants tracked down each poster, unlocking animated scenes designed by our long-time collaborators Sam Barratt and Chris Edser. Once all six scenes were found, players were directed to the Wizard — a final dramatic animation hidden behind a miniature physical curtain, bringing a small moment of theatricality into the public realm.
The Outcome
The experience encouraged movement through the city, with nearly 2,800 people taking part and collectively generating 674 hours of walking — a tangible outcome for a project centred on reactivation.
The Approach
At its heart, the project was about rediscovering the city through small, surprising encounters. By blending simple physical markers with accessible AR technology, we were able to create an experience that felt both low-tech and magical — something that could be completed in a lunch break, but still leave a lasting impression.