Santa Cruz Skateboards

Screaming Hand

Bringing an iconic image to life with AR technology

What we did


The “Screaming Hand” artwork has become a symbol for Santa Cruz Skateboards and skate culture itself. And when the company wanted to target a younger market, alongside its new web series, Santa Cruz Minions, it turned to R&R to help develop a new interpretation of the well-known imagery.

Because the Screaming Hand was only originally created in 2D environments, the first obstacle was developing a 3D model. R&R’s talented design team took time to perfect the 3D version before animating and developing the AR experience. Triggered by the user’s face – specifically eyes, brows and mouth movements – the iconic hand came to life unlike anyone has seen before.

The AR effect proved to be a fun way to interact with a younger audience while sharing the quintessential imagery that is synonymous with the brand.

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The Results


impressions captured in the first week