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AR Quest • Narrative Design • UX Copywriting

VK × Russian Museum

Client: Drugoe Delo (VK)

We turned a traditional museum tour into an AR treasure hunt. The project bridged technology and art, attracting over 300,000 visitors and proving that classical heritage can be viral.

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AR Quest • Narrative Design • UX Copywriting

VK × Russian Museum

Client: Drugoe Delo (VK)

We turned a traditional museum tour into an AR treasure hunt. The project bridged technology and art, attracting over 300,000 visitors and proving that classical heritage can be viral.

Cracking the Gen Z Code

Cracking
the Gen Z Code

To engage youth (ages 16–20), a 151-slide strategy was developed alongside the marketing team. My involvement began during the field research phase: drafting interview questions for curators and researching obscure historical facts.

The primary goal was to ground this global strategy onto the actual user path—replacing a passive tour with an interactive treasure hunt where real-world actions are rewarded inside the app.

To engage youth (ages 16–20), a 151-slide strategy was developed alongside the marketing team. My involvement began during the field research phase: drafting interview questions for curators and researching obscure historical facts.

The primary goal was to ground this global strategy onto the actual user path—replacing a passive tour with an interactive treasure hunt where real-world actions are rewarded inside the app.`

Gamifying Culture


The tedious audio guide was replaced with an interactive detective quest. This content design process required translating academic history into AR mechanics and creating tasks that balance historical accuracy with gameplay engagement.

Key solutions:

The Mascot
Defining the voice of the "Merchant Cat" (from Kustodiev's painting) as a friendly guide to lower the academic entry barrier.

Retention
Introducing the "My Collection" feature—collecting digital art cards motivated users to complete the entire route.

Copywriting 360°

Managing the entire copywriting production meant balancing the academic authority of the Russian Museum with the language of Gen Z.

UX Copy
Interface copy, onboarding flows, and branching chatbot dialogues.

AR Content
Translating dry historical records into dozens of interactive gameplay tasks.

Promo
Slogans for urban posters and Telegram seeding, connecting the online experience with the city.

Impact: Lines at the Gates

An online-to-offline promotional campaign (posters in hip cafes, Telegram seeding) proved that technology can successfully revitalize interest in classical art.

The numbers:

300,000+ unique users completed the quest.
1,000,000+ total campaign reach.
Outstanding completion rate driven by the "Mystery Box" prize incentive.

Next Case

Caspian Dream Liner

RU

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EN